Branding estratégico para potenciar el entorno turístico de la parroquia Sibambe, cantón Alausí en la provincia de Chimborazo

Abstract

This present research focuses on developing a strategic branding to enhance the tourist environment of the Sibambe parish, Alausí canton in the province of Chimborazo, through the development of different branding strategies to help solve the problem of not having recognition as a tourist site. Therefore, we worked on its dissemination by high-impact media through social networks. The research was carried out under a non-experimental design with intervention within the transversal fieldwork; for data collection, a survey was applied to the target market of the province of Chimborazo, and an interview was conducted with the president of the parish GAD of Sibambe; For the systematization of the information obtained through the market study, the SWOT matrix was designed, the same that allowed identifying the current situation of the organization, thus being indisputable the lack of a study or program to publicize the charming natural sites, since it does not have a brand identity and the lack of promotion. In this context, the study has developed branding strategies to disseminate and promote the tourist attractions of the locality, starting with the creation of a tourist brand, which will help differentiate it from the competition.