Branding turístico para promocionar los atractivos de la Parroquia Pungala, Cantón Riobamba

Abstract

The Pungalá Parish does not know the use of tourist branding, which generated a low positioning in the market, therefore, the objective of the research was to develop a tourist branding plan to promote the tourist attractions of Pungalá parish, Riobamba canton in the province of Chimborazo. The methodology used was a quantitative and qualitative approach; The scope of the research was exploratory and descriptive; A non-experimental cross-sectional design was used; The type of study was a documentary study and a field study to obtain information through methods, techniques, and instruments, among which were the interview applied to the GAD servers of the Pungalá parish. The survey was applied to a sample of the Economically Active Population ( PEA) of the province of Chimborazo. Through the applied methodology, it was determined that the Pungalá parish has a low positioning and recognition within the market, which negatively affected the parish's income volume. It is concluded that the compilation of bibliographic information is fundamental in the research because it is based on providing theoretical support on tourism branding and that a market study is important for developing branding and positioning strategies.