Branding turístico para la difusión de los atractivos de la parroquia licto Cantón Riobamba

Abstract

The Licto parish needs strategies to help position the area's tourist attractions and expand the target market. Therefore, the objective of the research was to develop a tourism branding plan to disseminate the attractions of Licto parish in Riobamba canton. The methodology used was a mixed approach (quantitative and qualitative); the level of research was exploratory and descriptive; a non-experimental research design of cross-sectional type was used; the type of study was documentary and field to obtain information through methods, techniques, and instruments, among which were the interview applied to the president of the parish GAD and the survey used to a sample of the Economically Active Population (EAP) of the province of Chimborazo. Through the methodology applied, it was possible to determine the need for more identity to differentiate the various tourist, gastronomic, cultural, and historical attractions that Licto has. It does not have a mission, vision, or corporate values that help it define its objectives. It is concluded that the information obtained through bibliographic sources allowed for acquiring theoretical support for the research and that the Licto parish has a set of positive factors that make it a place with significant potential for tourism and economic development.