Desarrollo de un plan de marketing gastronómico en el Centro Turístico y Cultural Pucara Tambo ubicado en la parroquia Cacha, cantón Riobamba, provincia de Chimborazo 2021

Abstract

The objective of this degree work was to develop a gastronomic marketing plan for the "Pucara Tambo Tourist and Cultural Center" located in the Cacha parish of Riobamba canton, through a descriptive methodology, and in the field, it allowed to obtain real information about the current situation of the tourism company and its customers. The use of matrices such as Strength, Opportunity, Weakness and Threat (SWOT) was used, which facilitated the analysis of the company, then the Weakness, Threat, Strength and Opportunity matrix (SWOT) was elaborated, converting weaknesses and threats into strengths and opportunities. through the approach of strategies that help the growth of the company. In addition, another matrix was developed, such as the Boston Consulting Group (BCG), which identified the products that allow the potential advancement of the catering area. In the results it was obtained that the unsatisfied demand was 34% in the interviewees, they had prior knowledge of the existence of a restoration area within the facilities of this center. A financial study was carried out where the investment value was $ 12,389.87 including the cost of the gastronomic marketing plan and where the financial indicators show a positive Net Present Value (NPV), an Internal Rate of Return (IRR) of 86 05% with a period Payback 2 years 4 months and 9 days. It can be concluded by mentioning that all the work is based on positioning the restaurant's brand based on gastronomic marketing strategies to create a true culinary experience for customers. It is recommended that the company gradually implement strategies to evaluate changes inside and outside the gastronomic establishment.