Diseño de un producto turístico para la parroquia Santiago de Calpi, cantón Riobamba, provincia de Chimborazo.

Abstract

The objective of this research work was to design a tourism product for the Calpi parish, Riobamba canton, Chimborazo province. The study was divided into five phases. The tourism potential was evaluated using the collection of primary and secondary information and field trips. The commercial, technical-productive, and environmental feasibility, as well as the legal-administrative feasibility, were carried out. Finally, the economic and financial evaluation of the project was carried out. Therefore, for the market study, 150 surveys were applied. The study universe was taken as national tourists who visited the Chimborazo Reserve (in 2019), which allowed it to know the profile of the tourist. For the elaboration of the technical production study, a marketing plan was designed based on direct distribution channels, a communication plan consisting of a slogan, web page design, business cards, leaflets, and other media that will contribute to attracting customers and ensuring success. It was identified as eight tourist attractions. The product is based on two packages with their respective itineraries and costs. The legal administrative study established that the product would operate under a limited liability company management model in which all partners will have the same rights and obligations. For the environmental assessment, an environmental mitigation table was prepared, which determined that the study was environmentally feasible. The economic and financial feasibility of the product was tested, having an internal rate of return of 29%, a Cost/Benefit Ratio of $1.61, and a capital recovery time of between 4 and 5 years concerning the 5-year useful life of the project. Therefore, the project is feasible. It is recommended its implementation which contributes to the growth and development of tourism in the parish and province.