Plan de marketing turístico para reactivar la economía del cantón Guaranda provincia Bolívar

Abstract

The research work was developed with the objective to elaborate a Tourism Marketing Plan to reactivate the economy in Guaranda canton, Bolívar province. Surveys were applied to people belonging to the segment of the economically active population (EAP) from the cities Quito, Guayaquil and Ambato, as well as to lodging, food and beverage establishments; an interview was also conducted with the head of the tourism department of the municipal GAD. The main natural attractions were identified as: the salt mines, the blackberry waterfall in Salinas, natural viewpoints 7-hills; while the main cultural attractions are: the carnival, the historic center, the San Pedro de Guanujo festivities; the type of tourism preferred by tourists is adventure, the Guaranda canton receives a significant number of tourists and visitors during the time of carnival; The municipal GAD does not have marketing plans in the tourism area, this being one of the factors that most affect the local economy, since this sector only contributes 0.1% of the canton's gross domestic product. Therefore, it is concluded that the proposed tourism marketing plan contains strategies based on promoting natural and cultural attractions, strengthening accommodation, food and beverage establishments, designing strategies for the tourism mix and improving the tourism offer to attract current and potential tourists. In this way, it allows to reactivate the economy ensuring the quality of life of its inhabitants