Análisis del sector turístico del cantón Guano provincia de Chimborazo, para proponer estrategias de gestión de Marketing que permitan su mejoramiento, período 2013

Abstract

This investigation includes the tourism analysis of Guano Canton, Chimborazo province to propose marketing strategies that enable its improvement during period 2013, in order to increase economic benefits through sustainable tourism, with exploitation of its natural and cultural wealth. In the methodology we used tools such as: the survey, direct observation, field research, descriptive research, personal interviews, bibliography documents and web pages that complemented this researching work. It was diagnosed by analyzing situational STEP, SWOT, the competitive profile matrix, making the search of marketing to positionate the city as a tourist destination with the analysis of supply at private and community products to determine basic guidelines of Canton, according PLANDETUR 2020 as: attractiveness, potential, infrastructure, equipment, facilities and training as well as the analysis of demand to define the acceptance rate of domestic and foreign tourists, determining their profile. The Matrix was performed with the attractive inventory search of the area, where it was found the tourist potential reflected in the attractions of hierarchy 1 to IV. We designed mix management strategies with the definition of advertising to spread the tourism potential of the city simultaneously with the evaluation and control activities.