“Plan de comunicación para el posicionamiento del museo convento de Punín en la ciudad de Riobamba, provincia de Chimborazo.”

Abstract

The main objective of this degree work is to develop a communication plan that helps to position the Punín convent museum in the city of Riobamba, Chimborazo province. The methodology that was used for the fulfillment of the objective started from the qualitative and quantitative approach, we proceeded to apply the fieldwork in which a survey was applied to the tourists who enter the city of Riobamba annually in order to statistically know the places of visitor preference. A situational analysis of the museum was also carried out through the SWOT matrix that allowed us to identify in greater depth the internal and external situation of the institution. From the fieldwork and the situational analysis, the following results were obtained: the Punín convent museum has a low position, it is not a reason for tourists to visit and it does not have communication strategies. For the execution of the Communication Plan, the development of the proposal of strategies that are focused on the communication mix that will help improve the positioning of the museum, from which they start by applying creation in social networks, and distribution of billboards, was carried out. Advertising, roll-up design, applying discounts for students, and forming alliances with institutions. It is established that through the strategies of the communication mix the museum becomes a tourist attraction preferred by visitors. It is recommended to urgently apply the proposed communication plan so that the museum has an improved positioning in the short term.