Diseño de un emprendimiento cultural sobre los personajes simbólicos de la manifestación “Pase del niño” en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The present investigation proposes: to design a cultural enterprise for the city of Riobamba, province of Chimborazo; through theoretical research and empirical methods through the collection, analysis and interpretation of information. The commercial viability, the productive and environmental technical capacity were carried out, as well as the determination of the legal-administrative viability, finally the economic and financial evaluation of the project. Therefore, for the market study, 383 surveys were applied distributed to the segment of the Catholic population of the city of Riobamba, allowing to determine the profile of the potential client. To attract the attention of the clients, the means of promotion and publicity were designed, based on marketing strategy. The venture is based on 3 cultural products around the characters of curiquingue, devil rattle and dancer of Yaruquies, which conjugate the manifestation of the Pass of the Child. The environmental study determines that the impact of the implementation of the venture is minimal, with 85% of positive impacts at the level level of sociocultural components. To start the commercial activity will be constituted privately as a natural person. The financial study determines that the initial investment will be $10,884.38 giving a positive NPV of $9,758.09 and a C/V ratio of $292, the recovery time of the investment is in the first year and a month reaching an IRR of 52%. It is concluded that the city of Riobamba has one of the most important cultural manifestations of the province and according to the acceptance of the market by the proposed potential products its implementation is important whose purpose contributes to maintain the cultural identity of the characters, transferring their temporality through the insertion in the imaginary, of sense and belonging at the level of the local population, as well as the strengthening of the image of the canton.

Keywords: CULTURAL EMPRENDIMIENTO – CULTURAL IDENTITY - CULTURAL MANIFESTATIONS