Plan de comunicación para la promoción de la ruta de las 8 Iglesias de la Diócesis de Riobamba provincia de Chimborazo

Abstract

The present research work was based on a "communication plan for the promotion of the route of the eight churches of the diocese of Riobamba" it is elaborated to establish communication strategies to improve tourism promotion. According to the research, the methodology was a fundamental pillar that allowed the development of a qualitative and quantitative approach, which complies with the use of techniques such as surveys and, therefore, as an instrument, the questionnaire. The design to be used for better research was considered non-experimental, so the variables were not manipulated. Its bibliographic source was documentary and field, each of them submitted to a process of validity and reliability. Among the most relevant findings obtained in the research, we could find the lack of presence in social networks and its limited information; in addition, the SWOT matrix was integrated, which indicates the strengths, opportunities, weaknesses, and threats that the diocese presents, in the same way, the strategic SWOT was created which allowed us to establish communication and promotion strategies strengthening within spaces such as Facebook, radio, fairs, merchandising, radio, fairs, merchandising, also the brand recognition increased significantly, so the investment in tools that strengthen the presence of the "route of the eight churches of the diocese of Riobamba" and its services to offer was of significant contribution, it is necessary to take into account that users are informed by virtual platforms such as Facebook—concluding that communication is essential to attract new users, allowing the route of the eight churches of the Diocese of Riobamba to be recognized in the consumer's mind in a positive way for the growth of this research project in the short, medium, and long term.