Branding turístico para promocionar los atractivos de la Parroquia Achupallas, Cantón Alausí

Abstract

The Achupallas Parish does not have a visual identity, nor MktD (web, social networks, among others) and the absence of singular and cultural elements of the parish, which has generated a problem in terms of economic growth and sustainable development. The objective of this research was to develop a tourist branding plan to promote the attractions of the Achupallas parish, Alausí canton in the province of Chimborazo. The methodology used was a mixed approach (quantitative-qualitative); The scope of the research was exploratory and descriptive; A non-experimental cross-sectional design was used; The type of study was documentary and field to obtain information through methods, techniques, and instruments, among which were the interview directed to the president of the parish GAD of Achupallas 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 Achupallas Parish lacks a tourist brand, strategies to promote tourist attractions are not carried out and it has a low positioning and recognition within the market, which negatively affected its economy. In addition, it does not it have a mission, vision, corporate values, and policies that help it define its objectives. It is concluded that the information obtained through bibliographic information sources allowed the acquisition of theoretical support for the research, in addition, a plan of 10 tourist branding strategies was established that allow promoting and positioning the Achupallas Parish in the province of Chimborazo as a tourist destination.