Diseño de estrategias de comunicación de marketing que permita el fortalecimiento de la imagen de marca de los productos turísticos de la parroquia Cubijíes, del cantón Riobamba

Abstract

The objective of this research work is to design marketing communication strategies allowing strengthening tourist products´ trademark of Cubijíes parish, Riobamba canton. Through a study targeting the Economically Active Population (EAP) in Riobamba, and several interviews with the Authorities of Cubijíes Parish Council, along with a SWOT analysis, I has been determined that the tourist products are unknown in Riobamba´s market due to the lack of communication strategies. Some 64% of local tourist have mentioned that they do not know the parish tourist attractions, 28% of the survey respondents have indicated that they would like to get to know new cultures and traditions, while 40% of tourists state that they would like to see some advertisement through social networks. The results obtained indicate the need to implement communication strategies to foster tourism to the parish through ATL and BTL media. It has been recommended to Cubijíes parish GAD authorities to conduct complementary research to this work and to develop projects aimed to foster tourism, thus improving parish inhabitants’ standard of living and economic development, and to strengthen the tourist sector.