Diseño de estrategias de Comunicación Corporativa para posicionar los atractivos turísticos de la parroquia Yaruquíes del cantón Riobamba provincia de Chimborazo

Abstract

The present research work is Desing of strategies of corporate communication to position the tourist attractions of the parish of Yaruquíes of the canton of Riobamba in the province of Chimborazo. The importance lies in the creation of a Creative Project, which will encourage tourism activities, promoting local tourism in the Yaruquíes Parish and generating income sources to boost the economy of the Riobamba canton. The main problem is the lack of knowledge that people have about the tourist resources of the parish Yaruquíes of the canton of Riobamba to be studied which has 76,113 people. The research objectives are aimed at: 1. Desingning corporate communication strategies;2. To sustain research theoretically; 3. To make an inventory of tourist attractions of the Yaruquíes parish; 4. Propose communication strategies that help to position the tourist attractions of Yaruquíes. Among the most important research results we have that the 13 tourist attractions that Yaruquíes own are of hierarchy ll, on the other hand, 96%of the population surveyed is willing to visit the parish. In conclusión, Yaruquíes has 13 interesting tourist attractions, so it is recommended to consider the inventory of tourist attractions when creating a tourism product and to promote local tourism in Riobamba. In addition, Yaruquíes does not have a logo or slogan, so it is recommended to create a visual corporate image.