Plan de marketing para promover los atractivos turísticos de la parroquia San Juan del cantón Riobamba

Abstract

The present research project was aimed to promote tourist attractions in the San Juan parish which is located in Riobamba city in order to be recognized within the Ecuadorian tourist market to generate a positioning as these attractions are not being promoted generating misinformation. For all types of tourists, there are several negative events that prevent the promotion of rural tourism in this area, these factors are: roads in poor condition, climatic factors, misinformation, poor promotion. In the first stay, a bibliographical research was carried out on the tourist situation of the place to know what factors directly or indirectly affect the development of rural tourism. For this reason, a market study was presented to identify the population that is subject to the study in which the research approach, level of research, research design and the type of study with the variables of the subject are detailed. A matrix of internal and external factors was proposed where strengths, weaknesses, threats and opportunities were presented, these factors helped to propose strategies to promote the tourist attractions of the San Juan parish of the Riobamba canton, which allow to position and strengthen tourism in the sector. the proposed strategies, the monitoring and control matrix and the budget matrix were designed, these matrices presented a start and end date of execution of each strategy as well as the budget that each strategy would have in a given period of time. At the end of this process, it was possible to conclude that the appropriate marketing plan helps to promote and position the tourist areas of the San Juan parish, as well as it was recommended to take into account the opinion of tourists as they perceive the needs during a trip.