Branding turístico para la difusión de los atractivos de la parroquia Cebadas, cantón Guamote

Abstract

The Cebadas Parish lacks of a plan to allow the dissemination of its tourist spaces in an efficient way and that serves as a guide for the inhabitants of the sector that allows them to organize themselves in an optimal way, therefore, the objective of the research was to develop a plan of tourist branding for the dissemination of the attractions of the Cebadas parish, Guamote canton in the province of Chimborazo. The methodology used was 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 documentary research and field research to obtain information through methods, techniques, and instruments, among which were the interview applied to the leaders of the parish of Cebadas and the survey applied to a sample of the Economically Active Population. (PEA) of the province of Chimborazo. Through the applied methodology, it was determined that the Cebadas Parish must implement branding strategies to promote its tourist attractions and thus position itself as a tourist destination in the province of Chimborazo so that its economic income increases. It is concluded that branding is closely linked to the brand concept, encompassing planning, structure, promotion, and management, and in the external analysis a generalized ignorance of the parish's tourist brand was determined, which results in a lack of tourist reactivation.