Análisis de la situación turística en la ciudad de Riobamba y sus perspectivas de desarrollo, caso Departamento de Turismo del Ilustre Municipio de Riobamba, periodo 2012 – 2013.

Abstract

This thesis is an Analysis of the touristic situation in the city of Riobamba and the perspectives of development; case of the department of tourism of the Municipality of Riobamba, in the year 2012 – 2013, considering that the sustainability of tourism is an important part, thus this sustainability involves an organized, controlled and rational exploitation of the resources that permit the touristic development that benefits places around and in Riobamba and visitors. A study of market was applied in order to determine the main touristic places that people from Riobamba identifies and to make a touristic inventory of the main touristic places in the city by ranking and establishing the level of positioning of the tourism in the city. Three proposals were made, these proposals involves a new corporate image, the design of publicity and the promotion of the touristic places. The design of the new corporative image was in order to create a significant impact in the objective market, to change the way people view the tourism department, and to create interest for visiting it. The second proposal is about promotion, this proposal has strategies such as: leaflet design, fliers, BTL ́S, business cards, ID cards and some souvenirs such as chains, pens, paperweights and totems table. The last proposal is about publicity by implementing web sites that show all of the touristic places considering their history; mobile advertising, TV spot, and a jingle for radio were designed as well. Every proposal has been focused to improve the touristic development in the city of Riobamba and to promote the touristic places by using local media and internet.