Plan estratégico para el desarrollo turístico del cantón Pallatanga, provincia de Chimborazo, 2021-2022.

Abstract

The objective of this research was to develop a strategic plan for the development of tourism in the Pallatanga canton, province of Chimborazo. For which a situational diagnosis was made based on the analysis of the tourism system: supply, attractions, infrastructure, tourism plant and superstructure, and tourism demand. Subsequently, an analysis of tourism management and the design of a strategic proposal to promote tourism development in the territory was carried out. The type of research was descriptive using inductive, deductive, and hypothetical-deductive methods. Likewise, the focus of the study was qualitative with an exploratory and explanatory scope. The diagnosis allowed the identification of 19 tourist attractions between natural (89.47%) and cultural manifestations (10.53%), between hierarchy I and II. Regarding the analysis of the tourism management of the canton, 9 critical nodes were prioritized between weaknesses and threats and 9 key factors of success between strengths and opportunities, inputs that served for the approach of the philosophical framework of the strategic proposal for tourism development based on a participatory process for the formulation of mission, vision, values, principles, policies and strategic objectives. The strategic proposal is structured by 5 programs and 30 projects, focused on existing problems in the canton's tourism system. The approximate investment of the proposal is USD 1,836,000.00, being viable since they can be managed and financed from the different governmental and non-governmental entities.