Marketing turístico para la parroquia San Juan, cantón Riobamba, provincia de Chimborazo

Abstract

The purpose of this research work was to develop a tourism marketing plan of the san juan parish in the Riobamba cantón. Chimborazo province. The methodology used is base don the application of surveys, taken as parto of the PAE, Economically Active Population of the province of Chimborazo. Besides, a situational análisis of the parish was carried out through the elaboration of a SWOT matrix in which the existing strengths, weaknesses, opportunities and threats were determined. As the main results obtained in the field research, it showed that 94.79% of respondents would like to invest in tourist distraction; 45.83% prefer ecotorism; 65.36% travel to know natural attractions, however 80.47% of respondents in the province say they do not know the tourist attraction of the San Juan parish, this shows the lack of knowledge of the tourist activities offered by the different parishes in the province, in the case particles of the parish San Juan this is due to the lack of promotion and positioning as a tourist destination. With the information collected, a marketing plan adapted to the current tourist reality of the San Juan parish was proposed to promete its attractions by traditional means and digital means to conquer the perceptions of potential clients to choose this destination for distration. The application of marketing plan strategies es recommended.