Plan de marketing turistico para reactivar la economía post pandemia en el cantón Alausí

Abstract

The purpose of the study on a tourism marketing plan to reactivate the post-pandemic economy of Alausí was to identify the current state of tourism activity in the canton to establish a tourism marketing proposal to reactivate the economy of the population and the canton in general. A quality-quantitative methodology was used, with a non- experimental design, using as research techniques a survey directed to the mayor of Alausí; a survey to the personnel of the tourism department; and a survey to 384 people of the province of Chimborazo. The interview results identified that the canton's municipal government does not have optimal planning to help improve tourism in Alausí and that its budget is limited due to lack of payment from the Ecuadorian government. The results of the surveys showed that the population of Chimborazo does not know the tourist sites of the canton; however, they are willing to visit tourist destinations in Alausí if they find relevant information about them through digital media if these places have all the biosafety standards. It is concluded that the tourism marketing plan will reactivate the post-pandemic economy of Alausi canton because its tourist sites are attractive, and the type of tourism that visitors prefer is natural and cultural tourism, which makes Alausi canton a tourist destination to know.