“Marketing turístico para la difusión de los atractivos de la parroquia Columbe, cantón Colta”

Abstract

The present research work with the theme "Tourism marketing for the diffusion of the attractions of Columbe parish, Colta canton" aimed to design a Tourism Marketing plan for the diffusion of the attractions of Columbe parish, Colta canton. In the first instance, the methodology through which it was developed was of a mixed approach since quantitative and qualitative characteristics were analyzed, with a descriptive and exploratory level of research, allowing to emphasize the problem posed and to obtain data through techniques and instruments. The research design was non-experimental and cross-sectional because data were collected in a single period, and the inductive, deductive, analytical, and systematic methods were applied to analyze the information in a particular or general way to synthesize the information in the research findings. The field study was conducted with the EAP (Economically Active Population) of Chimborazo, with 384 inhabitants, and an interview with the coordinator of Conagopare Chimborazo, together with the technician of the parish. The study demonstrated the effectiveness of the development of tourism marketing for the dissemination of Columbus tourist attractions, showing that 88% of the surveyed population is unaware of the tourist attractions, but 94% of the target public would be willing to visit the sector, proving that no type of commercial management of the tourist attractions has been carried out with 87%. It is concluded that tourism marketing will allow the dissemination and positioning of the interests of the parish through the appropriate use of a planning model to strengthen the brand-consumer relationship. Therefore, it is recommended to apply tourism marketing strategies that promote the dissemination of the attractions and analyze the new trends-preferences of consumers in the market.