Marketing turístico para la creación de una imagen de marca de las huecas gastronómicas patrimoniales del cantón Riobamba

Abstract

The purpose of this degree work is the development of tourism marketing strategies that allow the creation of a brand image for the heritage gastronomic “huecas” which is of fundamental importance for the promotion and promotion of the consumption of products, and typical food of the location. The market study was carried out using a qualitative and quantitative methodology, through surveys and observation sheets made to the population of the Riobamba canton (urban and rural). In addition to the owners of establishments selling typical traditional food, resulting in the lack of attention to the intangible heritage and the lack of appreciation of the culinary cultural value of the place. In addition to this a SWOT analysis was carried out where the strategies developed later were obtained. Based on the research, the proposal contains tourism marketing strategies such as the design of the brand manual, digital marketing strategies, advertising desing an other integrated marketing communication (CIM) strategies, with which the tourism potential will be denoted gastronomic of Riobamba. Therefore, the “Gobierno Autónomo Descentralizado Municipal of Riobamba (GADM)” is recommended to implement the proposed strategies for the economic and cultural development of the canton.