Marketing ecoturistico para la reactivación económica pospandemia en la parroquia San Luis de Pambil, cantón Guaranda, provincia de Bolívar 2021

Abstract

The Ecotourism Marketing for the Parish of San Luis de Pambil, Canton Guaranda aimed to increase the visits of national and foreign tourists, to reactivate the economy of the Parish after the COVID19 pandemic with the creation of Ecotourism Marketing strategies, and to develop the qualification work. They conducted interviews with the President of the Parish Council and the President of the Tourism and Environment Commission of the parish, as well as surveys of the population of San Luis de Pambil. The methodology used was a qualitative-quantitative, non-experimental, and crosssectional approach, and an analysis of the current situation, which was performed by using matrices such as SWOT that helped to understand more clearly the internal and external environment of the parish. A negative result was obtained for the organization, as the parish does not have an ecotourism marketing strategy document that promotes economic reactivation, generating employment and tourism in the parish. The proposal developed several strategies based on the research and situational analysis, which will be implemented by a person in charge of their execution. It was recommended to apply this ecotourism marketing document for the economic reactivation after the COVID-19 pandemic, increasing the visits of tourists with the objective that they get to know the natural and cultural richness that San Luis de Pambil offers.