Diseño de un plan estratégico de desarrollo turístico para el GAD parroquial rural de Licán del cantón Riobamba provincia de Chimborazo

Abstract

The design of a strategic tourist development plan for the Gobierno Parroquial Rural Autónomo Descentralizado de Licán (GAD), located in Riobamba canton, province of Chimborazo, aims to strengthen tourism in the parish and the good living of the population. For the development of the study, a survey and the analysis of the parish was carried out, examining which are the cultural, tourist and gastronomic places focused on the shortcomings that make it difficult to develop this area. With this information, a SWOT analysis was carried out, where it was found that there is a lack of a plan or projects focused on tourism so their attractions are being unexploited as the necessary steps are not taken into account to boost this area, and the absence of a department that focuses on strategies to promote tourism, due to the lack of a budget that is not appropriately managed leading to a poor service and the lack of necessary areas to serve visitors such as: an interpretation center, restaurants, hotels, and most importantly trained people. Despite the shortcomings caused by the pandemic, visitors have notably increased in contrast with previous years. A strategic plan with innovative guidelines and strategies is proposed to take advantage of social and cultural resources that will help to reactivate the economic and sustainable development of the area. The GAD of Lican is recommended to execute and implement this strategic plan to take advantage of the surrounding resources in order to improve the life conditions of the population.