Diseño de un producto turístico para la parroquia Matus, cantón Penipe, provincia de Chimborazo.

Abstract

The objective of this research work was to design a tourism product for the Matus parish, Penipe canton, Chimborazo province. For this purpose, an applied methodology was used, which was carried out through bibliographic and field research techniques. Commercial viability was carried out through the systematization of primary and secondary information; the demand analysis used the survey technique. Technical feasibility determined the location, size of the project, costs of supplies and inputs, processing, and price of the packages. Marketing and commercialization strategies were established, for which the Marketing Mix tactic was taken into consideration. The socio-environmental feasibility was determined using the Lázaro Lagos matrix that shows the baseline cause-effect environmental conditions. To identify the legal and administrative viability was conducted researches on secondary sources based on laws for the operation and administration of the tourism product. The economic-financial study of the project determined the investment budget, sources of financing, depreciation of fixed assets, expenses, income, income statement, and cash flow. In addition, a financial analysis was prepared, consisting of the following indicators: net present value, internal rate of return, and cost-benefit ratio. The commercial viability of the tourism product determined that there is a 95% acceptance rate by foreign tourists and 91% by national tourists. Two tourist packages were designed and will be marketed through the Internet. The tourism product will be constituted as a partnership and is economically and financially profitable based on financial indicators: Net Present Value of $ 27902.1, Internal Rate of Return of 20%. It is concluded that the project is commercially, technically productive, legally administrative, socio-environmentally, and economically viable. Therefore, it is recommended to manage its execution concerning the results obtained.