Diseño de un producto turístico en la comuna El Morlán, parroquia Imantag, cantón Cotacachi, provincia de Imbabura

Abstract

The current research proposes: To design a touristic product in the commune El Morlán, Imantag, Cotacachi canton, province of Imbabura in order to contribute to the cultural strengthen and the activation of sector economy; where the touristic potential, the marketing research, the technical study of product, the environmental study and the financial and economic studies were evaluated. Thirteen tourist attractions were identified between natural and cultural; in the marketing study the sample was done with a universe of 115,963 tourists for national market and 37,582 for international market. Data from Touristic Statistical of Ecuador official bulletin 2014. The desing of product was done from this information, taking into account the Andean Cosmo vision for the touristic plant and four touristic packages for the offer, considering fixes and variables costs required and preferences reflected in applied surveys; the environmental study determined the feasibility of the project due to it does not generate long term negative impacts. For financial study an investment of $62,543.91 dollars was determined, R C/B relation cost- benefit of $1.99, TIR ( internal return rate) of 12.29% and a recovering period of five years. It is concluded that the project is viable generating positive impacts to the community; therefore it is recommended to establish strategically alliances with existent service providers, having major number of visits and improving the trading markets.

Key Words: Touristic product, touristic potential, natural and cultural attractions.