Gestión del branding para promover el turismo natural de la parroquia Quimiag cantón Riobamba, provincia de Chimborazo

Abstract

The present document was aimed to manage branding through the application of strategies in order to position the natural tourism of the Quimiag parish located in the province of Chimborazo. The methodology used presents a qualitative and quantitative research approach, a descriptive and exploratory level, a research design according to the manipulation of the independent variable as non-experimental and according to the interventions in the field work as transversal, in addition, methods were used. as the inductive, deductive and synthetic analytical, documentary and field research, as well as the occupied EAP of Chimborazo was taken as the target population, after which the sample calculation was carried out. In addition, a survey and an interview considered as research techniques. Regarding the results of the investigation, they reflected that the potential client regarding the use of the brand in the promotion and dissemination of natural tourism consider it as important and also, in relation to the design of the brand for its recognition. In this context, strategies focused on improving tourist activity in the Quimiag parish were proposed through the implementation of branding with the purpose of promoting, disseminating and promoting tourism as a tool to help the positioning, differentiation , and the generation of a corporate image.