Diseño de un producto turístico rural para el cantón Riobamba, provincia de Chimborazo

Abstract

The main purpose of this project is to design a rural tourist product for Riobamba canton, Chimborazo province, by collecting primary, secondary information, and field trips. A market study was carried out, as well as other procedures like the productive technical capacity, the commercial management process for the product, the determination of legal-administrative viability, and finally, the economic and financial evaluation of the project. Therefore, for the market study, 203 surveys distributed to the national and international segment were conducted. This survey made possible to determine the tourist profile respectively. The product is based on three packages that include natural and cultural tourism activities. In order to capture the attention of customers, a marketing plan was designed according to promotion and commercialization strategies by using marketing mix components such as customer, cost, coexistence and communication. On the other hand, a community tourism association will be established to sustain the operation of the product. The financial study determines that the initial investmet will be $ 162802.13 giving a positive NPV (Next Present Value) of $362950.98 and a C/B (Cost/ Benefit) ratio of $ 3.22, the recovery time of the investment is at the end of the first year reaching an IRR (Internal Rate of Retun) of 79%. It is concluded that Riobamba canton and its rural areas have an important tourist potential because its attractions have transcended over the years. Besides, according to the acceptance of the market by the proposed product, it is importan to structure and implement it. This project will contribute to the strengthening of the tourist activity of the canton and its subsequent socio-economic development as well as the good living of the local population.

KEYWORDS: TOURIST PRODUCT, RURAL TOURISM, TOURIST PACKAGES.