Gestión de branding para potenciar los atractivos turisticos de la parroquia San Isidro, en la provincia de Chimborazo

Abstract

This research work about Branding Management has as the main objective to design strategies to create brand positioning for the tourist attractions of San Isidro parish to be recognized, about San Isidro parish, the aim is to create an identity to enhance its great touristattractions. For the development of this research, an interview with the parish technician wascarried out, and thanks to it, essential information was obtained; a survey was also carried out to the potential market that corresponds to Chimborazo province, constituting itself as the economically employed population (PEO), the INEC carried out this study in the year 2010 with a total of 193,833, and with a projection for the year 2020 of 365,583 inhabitants,the results obtained from the sample were 384 people surveyed, the qualitative and quantitative method was used, which benefited the respective analyzes applying a documentary, field methodology, and the different applied techniques. The results were veryconcrete when determining that this parish does not have a brand identity to promote the tourism it offers, so it is necessary to create a brand that can differentiate itself from others. Once the different scenarios have been evaluated and proposed the strategies required to change the opposing perspectives on the current inadequate management, it is recommendedto San Isidro parish the application of these strategies, which will efficiently help to positioneach of its tourist attractions, improving its economic income and the tourism of the town.