Gestión de branding para promover como destino turístico a la parroquia Columbe en la provincia de Chimborazo

Abstract

The present study developed branding through the design of strategies to promote the Columbe parish located in the province of Chimborazo as a tourist destination. Regarding the methodology, a qualitative-quantitative research approach was applied with an exploratory and descriptive level and a non-experimental cross-sectional research design. Also, a documentary and field research was carried out with a deductive, inductive, analytical and synthetic methods. Based on the collection of information, a survey was applied to a representative sample of the study population, an interview with the president of the parish and tools were designed that allowed knowing the current situation of the parish in relation to tourism. Through the application of the survey, data was obtained on the profile of the potential client, relevant aspects that tourists take into account when choosing a destination, as well as their preferred means of communication. Regarding the results of internal information, these indicated the variety of flora, fauna and tourist attractions that the parish has, however, the non-existent management of the brand and the scarce promotion of the tourist offer were evidenced. With the results obtained, we proceeded to design branding strategies related to the brand's contact points, to generate a good relationship between the client and the brand and achieve a memorable experience delivery. The application of the presented proposal is recommended, as well as the follow-up and control of the strategies to verify the fulfillment of the proposed objectives.