Gestión de branding turístico para la reactivación económica de la parroquia Valparaíso, cantón Guano, provincia de Chimborazo

Abstract

This research work focused on developing tourism branding management for the economic reactivation of Valparaíso parish, Guano canton, province of Chimborazo, by developing strategies that stimulate tourism and economic activities through the proposal proposed for its application. As for the methodology, a mixed approach has been applied, with an exploratory-descriptive level in the same way that documentary and field research were carried out. As for the information gathering, a survey was involved, as well as an interview with the parish's technical coordinator to know the organization's current state, which allowed us to identify the lack of diffusion of the attractions and the scarce promotion of the same. Through this methodology, it was possible to determine the relationship between client and brand for which branding strategies related to economic dynamization were designed to achieve adequate brand recognition. In addition, it is concluded that the parish does not have a tourism brand for which a branding model is proposed, consisting of creating a tourism brand and the strategies of follow-up and strategic control to verify the implementation of the proposed objectives.