Plan de marketing para posicionar los atractivos turísticos del cantón Pallatanga, en la provincia de Chimborazo

Abstract

The objective of this research was to design a marketing plan to position the tourist attractions of the canton of Pallatanga, taking into consideration the contribution of tourism in the area of marketing and the importance it acquires in the optimal management of institutions, regardless of their size or activity. The research work proposes the development of a marketing plan to improve the positioning of the tourist attractions of the canton of Pallatanga, thus projecting the image of the institution to havea better market share. A qualitative-quantitative analysis was conducted for a correct treatment of the information collected throughout this research. To identify the profile ofthe client and to know the situation of the GADM of Pallatanga, one of the steps was theapplication of the survey, internal for the members of the institution and external for theEmployed EAP of Chimborazo. In addition, the use of situational diagnosis where different parameters have been evaluated using different evaluation matrices in order to obtain quantitative values. The results obtained reflect the lack of effectiveness in tourism, so the design of strategies has provided elements and resources that detail the actions to be carried out for a correct positioning management. The implementation of the marketing plan within the institution seeks to develop strategies and actions that willlead the Municipal Government to adequately manage its virtual platforms with quality content, appropriate color and optimal management of the information available to Internet users, thus generating a pleasant experience.