Diseño de un producto de turismo cultural para el cantón Cevallos, provincia de Tungurahua.

Abstract

The Cevallos canton has a cultural tourism potential, which has not been exploited and thus there has been little interest from the new generations in learning about their culture, also the post-pandemic economic recession has led to the fact that tourism activity has not been developed in the territ01Y, this research work aims to design a cultural tourism product in the canton. The methodology implemented had a qualitative, quantitative, bibliographic review and exploratory approach that through methods and techniques allowed the work to be carried out sequentially; the registration of cultural attractions was used, also the tourism market was determined (supply and demand), surveys were applied to know the tastes and preferences of tourists, packages were created with activities, itineraries, and costs, market strategies were developed through the 4Cs of Marketing, the legal framework was analyzed to determine the organizational figure and the economic and financial viability was determined. Through this methodology it was possible to determine the registration of 16 cultural attractions and 4 natural attractions, an objective demand of 2118 tourists, 3 tourist packages were designed, the brand of the product "CEVALLOS, Tourism and Culture" was established, an organizational figure of Tourist Association where the GADM is a supporting entity, the initial investment of the project is 36, 134.00 dollars, the financial statements were obtained: NPV of 40, 186.36 dollars, IRR of 32.95% and RBC of 2,17 dollars. Thus, it is concluded that the project had a great scope with an exploitation of the cultural tourism potential and a positive financial viability that can be operated by the Tourist Association and with the support of the local Government.