Estrategias de Blended Marketing para emprendimientos de turismo comunitario existentes en la provincia de Chimborazo período Enero – Febrero 2017.

Abstract

Promotional, advertising and sales strategies were generated applying Blended Marketing in Community Tourism centers and enterprises of the Province of Chimborazo for propitiate an increase in the demand for tourist services in the future. Through an analysis quantitative, transversal and non-experimental, it could be shown that Blended Marketing, conceptualized as a mix of Traditional Marketing and Marketing tools Digital, positively influences Purchase Intent and search for information about services and attractions offered by the Community Tourism centers. This analysis allowed lay the foundations to design a series of strategies focused on the improvement of the positioning and promotion of this type of enterprise with the objective of capturing greater number of consumers. The information generated from the investigation determined a 53.9% are national clients (tourists) and 46.1% are of foreign origin, this Demand prefers digital information channels such as websites and web pages, email and social networks with a total of 64.5%, in addition to 18.9% consolidated by media traditional these data corroborate the usefulness and easy use perceived above the point 3.57 and 3.31 on the part of customers through digital media in relation to tourist information. Therefore, it enables the determination of Blended Marketing strategies to used in advertising and promotion, with a positive impact on the behavior of the consumer, so it is advisable to generate and apply the strategies on the of service providers to generate greater use of resources and promote sustainable and sustainable development of the urban and rural communities of the region and the country.