Plan de marketing turístico para fomentar el desarrollo local del cantón Chambo, provincia de Chimborazo

Abstract

The objective of this degree work was to propose a tourism marketing plan to promote the local development of Chambo canton, Chimborazo province, which allowed the local and tourist strengthening through different appropriate strategies according to the needs of the canton. The market study was carried out using a mixed approach, through the application of surveys carried out on people who enter the canton, the same ones that were analyzed and interpreted, in addition to an interview with three departments of the Municipal GAD of the canton, according to the diagnosis of the situational analysis, the SWOT matrix allowed to know the reality of tourism in the canton, the MEFI Matrix generated an average result. However, there are shortcomings in the lack of positioning and weak tourism promotion, the MEFE Matrix showed a similar average result and determining based on the results obtained that there is a need of the creation of strategies through the Strategic SWOT Matrix that helped to promote and position the canton as a tourist destination at provincial, national and international levels. Based on the research, the Tourism Marketing Plan proposal contains strategies for tourism marketing based on web 3.0 such as advertising on social networks, POP material, billboard, mobile application, among others. The action plan made it possible to meet the Proposed objectives and through the indicators, each strategy was monitored. It is recommended to the Municipal GAD the implementation of the suggested proposal since it will contribute to the economic development and improvement of the tourist potential of the canton.