Blended marketing para la promoción de los atractivos turísticos de la Parroquia Pistishi

Abstract

The Pistishi parish faces important challenges in visibility and promotion of its tourist attractions, due to strong competition from other parishes, a limited variety in offers of tourist attractions, the lack of presence on social networks and the absence of adequate ethical signage at points of contact. interest. This study aimed to develop a Blended marketing plan to help improve the promotion of the tourist attractions of the Pistihi parish, located in the Alausí Canton, Chimborazo Province. The methodology implemented combined quantitative and qualitative approaches, using a non-experimental and transversal design. Documentary and field research methods were used to collect data through interviews and surveys aimed at the economically active population of Chimborazo. The results indicated that Pistishi suffers from poor image and recognition in the market, negatively impacting its revenue. It is concluded that the theoretical support obtained from bibliographic sources provided a solid foundation on Blended marketing and market promotion, facilitating the creation of effective blended marketing strategies beneficial for the Pistishi parish. These strategies include the implementation of campaigns on social networks, the improvement of tourist signage and the development of a more varied tourist offer, which will contribute to improving the visibility and recognition of the parish in the tourist market.