Diseño de un producto turístico para la parroquia Santa Fe de Galán, cantón Guano, provincia de Chimborazo.

Abstract

The proposal aimed to design a tourism product for the Santa Fe de Galán town, Guano city, Chimborazo province. The methodology used was based on a situational diagnosis with an inventory of natural and cultural attractions. After that, the demand was analyzed through market segmentation, sources of information, analysis of the universe and the sample, including a stratification of the sample based on the application of a total of 17 surveys to national tourists and 363 ones to foreigners in order to project the demand. Subsequently, the productive technical study was carried out to determine the objective, the size of the product, supply, and demand (current demand, potential demand, unsatisfied demand, objective demand), the location of the project (macro location and micro location). Packages were prepared in the supply tourist that including the routes, the number of days, the schedules, the activities, and the calculation of the prices with their fixed and variable costs. Then, the environmental study was carried out using the Lázaro Lagos methodology. The legal administrative structure of the project and the economic and financial study considering the costs based on fixed assets, deferred assets and investments, and cash flow. The town of Santa Fe de Galán had 6 attractions, 3 ones are natural, and 3 ones are cultural, 88% of those surveyed are interested in doing tourism in the town. Two tourist packages called "A wonderful and welcoming wasteland" were designed and an agrotourism route "Hidden World", the product was economically profitable with a Cost-Benefit Ratio of $2.15. It was concluded that the execution of this project is feasible, which would capture 15% of the unsatisfied demand. Finally, it was recommended to implement the tourist project in the Santa Fe de Galán town.