Gestión de branding para el posicionamiento de los atractivos turísticos de la parroquia La Providencia, cantón Guano

Abstract

The present research work with the theme "Branding management for the positioning of tourist attractions in the parish of La Providencia, Guano canton" had the objective of designing a branding plan for the positioning of tourist attractions in the parish of La Providencia. The research methodology was developed with a qualitative and quantitative approach, with an exploratory and descriptive level, the research design is non-experimental and cross-sectional type because data was collected in a single period of time, the methods used were deductive, inductive, analytical and systematic allowing to analyze the information in a particular or general way to synthesize the information in the research findings. The field study was conducted by means of a survey directed to the potential market conformed by the employed population of the city of Riobamba (384 inhabitants), whose purpose was to know the tastes and preferences of the consumer and the interview was conducted to the president together with the technician of the parish GAD, the information gathered was a fundamental pillar that allowed the design of the appropriate proposal and the elaboration of communicational strategies focused on increasing the brand recognition in the market. Through this methodology, the current state of the tourist attractions of the parish was analyzed, where it was possible to demonstrate that 76% do not know the tourist attractions, but 89% of the target public would be willing to visit the sector, showing that this parish does not have a brand identity to enhance the tourism it offers, so it has the need to create a brand so that it can differentiate itself from others. In this context, the creation of strategies to generate brand positioning for the tourist attractions of the parish of La Providencia will help to efficiently position each of its attractions, thus contributing to increase its economic income and tourism in the locality.