Plan de marketing turístico para el Gobierno Autónomo Descentralizado Municipal del cantón Chambo, provincia de Chimborazo

Abstract

The Tourism Marketing Plan for the Decentralized Autonomous Organization (DAO) in Chambo Canton. The plan has the main objective of strengthening the tourist management of the area. In the same way, this will bring in more benefit for businessmen, tourists and population in general. For this research, an interview was conducted based on the tourism technique and a Likert-scale survey was performed as well, aimed at a population of 97,141 tourists with a sample of 383 domestic and foreign tourists applying a probability cluster sampling of the 10 most visited tourist attractions. The methodology consisted in making a situational diagnosis through matrices of external and internal analysis and the SWOT analysis too; subsequently, the market study was carried out to determine the satisfaction level of tourists in terms of the management performance and the strategies implemented to improve cultural and natural attractions. Strengths such as the tourist offer, gastronomic diversity and competitive prices were highlighted, weaknesses were found in the deficient communication and dissemination of tourism potentialities, as well as, the poor conditions of the roads, the inadequate maintenance of the lakes and the lack of a joint work plan with the private sector. The application of the 21 proposed strategies is recommended, such as: the creation of the tourism department, the use of social networks for broadcasting and promotion, the creation of tourist packages, tourist signage, and work in conjunction with private companies among others, which will strengthen the tourist management and eventually this will help the economic development of Chambo Canton through the tourism boost.