Branding para posicionar los atractivos turísticos de las dunas de arena, de la Parroquia Palmira Cantón Guamote

Abstract

The natural attraction Dunas de Arena or Sand Dunes lacks a brand that allows promoting the tourist services it offers, therefore, it is not consolidated with a major tourist destination and lacks branding strategies such as the lack of visual identity, therefore, the objective of the present investigation was to design a “Branding plan to position the tourist attraction Sand Dunes of the Palmira Parish, Guamote canton.” The methodology implemented had a qualitative and quantitative approach, a non-experimental cross-sectional design was used and the variables described were not manipulated and it was developed in a certain period of time, the study population was the economically active employed population of the province. of Chimborazo, being fundamental the application of a documentary and field investigation to obtain the respective information through methods, techniques and instruments, among which the interview directed to the president of the GADP-R of Palmira and the survey applied to the EAP of Chimborazo. With the results obtained, it was possible to determine the absence of the brand, therefore, it is not positioned in the target population. Furthermore, in the internal and external situational analysis developed through the MEFI, MEFE and Competitive Profile Matrix, the strengths and weaknesses of the tourist destination and its position compared to the competition. In this context, it is concluded that branding strategies will help improve the positioning of the brand, generating motivation and an excellent tourist experience, and thus the Sand Dunes will be able to increase the influx of tourists and be sustainable.