Plan de marketing estratégico para posicionar los atractivos turísticos del cantón Sigchos, provincia de Cotopaxi

Abstract

In the present work of qualification a strategic marketing plan was developed, focused on the tourist area for the Sigchos canton, allowing the development of strategies that will allow positioning in the national market each of the attractions that the canton possesses. In the first instance, a survey was applied to a significant sample of the potential market that tourist attractions possess, obtaining data on travel frequencies, travel reasons, travel modalities, relevant aspects that tourists decide when taking a walk. Within the field investigation it was possible to demonstrate the low positioning of the tourist attractions of the Sigchos canton. After the field investigation, the information held by the Municipal GAD of Sigchos was analyzed against aspects related to tourism, obtaining gratifying results, due to the opening of the authorities to invest in the tourist area of the Canton. With these results, strategies were designed, such as an exclusive brand for tourism in the Sigchos canton, digital marketing strategies, training, tourism marketing, storytelling, among others. The application of this proposal is recommended, as well as the subsequent evaluation in terms of positioning of the tourist attractions of the canton and brand identity.