Plan de marketing turístico para reactivar la economía del cantón Guano provincia de Chimborazo

Abstract

The objective of this research work is to propose a marketing plan to reactivate the economy of Guano canton in Chimborazo province, which will allow the local and tourist strengthening through different strategies according to the needs of the canton. The market study was carried out using the mixed approach since it systematically integrates quantitative and qualitative methods to analyze the current situation of Guano canton. The SWOT matrix was also applied to develop the situational diagnosis, which also allowed us to learn about the reality of tourism in the craft capital of Ecuador and it was determined that, based on the results obtained in the visitor surveys, there is the need of creating strategies that help to promote and position Guano canton as a tourist destination at the provincial, national and international level. Based on the research, the tourism marketing plan proposal contains strategies such as: social media advertising, POP material, billboards, among others. It is concluded that Guano canton has innumerable natural attractions, however, the lack of knowledge and lack of information has prohibited that visitors know this magical town. It is recommended that the action plan be implemented, which will allow compliance with the proposed objectives, which will be monitored with the indicators established for proper follow-up of each strategy.