“Gestión de branding para el posicionamiento de los atractivos turísticos de la parroquia Cacha, cantón Riobamba."

Abstract

The objective of this research work was to design a branding plan for the positioning of tourist attractions through the implementation of strategies for the Cacha parish in the city of Riobamba. The methodology used in this study corresponds to a qualitative and quantitative approach because the causes that originated the research problem were described, and the calculation of the sample of the Economically Active Employed Population of the city of Riobamba was made for a single occasion in a given period of time; likewise, the type of research is a documentary and field research that made it possible to obtain internal and external information through different research techniques. The results of the market study indicated that 67.1% of those surveyed do not know the tourist attractions of the rural parish of Cacha belonging to the canton of Riobamba, 76% of the subjects of the study have not seen advertisements related to the tourist activity of the parish. Finally, 93% are willing to visit the different tourist attractions of Cacha. To culminate it was determined that potential customers do not know and have not observed any type of advertisement related to the tourist attractions of the parish under study, that is why branding strategies were designed that favor the positioning of the tourist sites of Cacha in the minds of the target audience; the application of the proposed branding strategies is suggested, since these will help position the tourist attractions of Cacha expanding the target market; thus, improving the economic situation and the quality of life of the inhabitants of the parish.