Diseño de un producto turístico para la parroquia Punglá, cantón Riobamba, provincia de Chimborazo

Abstract

This research proposes: designing a tourist, product for Pungala parish, canton Riobamba, Chimborazo province; by collecting primary, secondary and field information. It carried out a situational diagnosis, commercial viability, productive and environmental capacity as well as the determination of the legal- administrative feasibility, finally, the economic and financial evaluation. The situational analysis was developed in SENPLADES format, for market research, surveys are applied to national and foreing tourist entering a total of 173,285 people. To capture the attention of customers a marketing plan based on direct distribution channels, integrated communication plan for slogan, website design and others menas that will help to attract customers to ensure success. The product is based on 2 packages Contemplating tourist and cultural activities. For operation, a center of community will be built. The financial study determines that the initial investment will be $ 12.123,66 giving a positive NPV of $ 15.170,73 and a C/ B relation of $ 3.13, the recovery time of the investment is between the second and third year reaching a IRR of 33%. It is concluded that the tourist product has an important cultural and natural tourist potential, which would be an instrument of great help to achieve the good life of the parish of Pungala.

Keywords: SUSTAINABLE TORISM. COMUNITY TOURISM, TOUR PACKAGES