Gestión de branding para el posicionamiento de los atractivos turísticos de la parroquia La Candelaria, cantón Penipe

Abstract

The purpose of this research work on branding management is to design strategies to create brand positioning for the tourist attractions from “La Candelaria parish” to be recognized, with respect to this, the objective was to create an identity to enhance its great tourist attractions. For the development of this research, we proceeded to conduct an interview with the technical staff of the parish, thanks to which extremely important information was obtained, also a survey was conducted of the potential market itself that corresponds to the province of Chimborazo constituting the economic active employed population (EAP), this study was conducted by the INEC in 2010 with a total of 476. 255 and having a projection for the year 2020 of 524,004 inhabitants, the results obtained from the sample were 384 people surveyed, the qualitative and quantitative method was used which benefited the respective analysis by applying a documentary methodology, field, and the different techniques applied. The results obtained were very concrete in determining that this parish does not have a brand identity to promote the tourism it offers, so it needs to create a brand to differentiate itself from others. Once the different scenarios have been evaluated and the necessary strategies have been proposed to change the negative perspectives on the current inadequate management, it is recommended that “La Candelaria parish” could implement these strategies, which will help to efficiently position each of its tourist attractions, improving its economic income and tourism in the locality.