Estrategias de marketing turístico para la parroquia Punín, cantón Riobamba, provincia de Chimborazo.

Abstract

This research work has the objective to propose tourism-marketing strategies for the Punín parish, from Riobamba canton, Chimborazo province; located in the central region of Ecuador. Based on the market study, the direct observation of the reality of the parish, identifying the tourist attractions, and the theoretical analysis of the main concepts of tourism marketing can be generated objectives and strategies according to the reality of the parish. In the same way, the economic reality of the parish is analyzed within the context of the change of the productive matrix, the strategic plan of sustainable tourism for Ecuador 2020, and the development plan and local territorial ordering. All the strategies have been proposed according to the market study carried out since the parish does not possess any type of marketing strategies that can promote it in the tourist market. The target audience of the research was the people interested in Ecuadorian tourism found in social network groups, which showed that the parish is not known, evidencing the lack of marketing strategies. It was concluded that the media such as social networks, the internet, and radio are the most effective attractions to reach the public of the country. There are also strategies for promotion, advertising, and of agreements with public and private sector institutions.