Blended marketing para la difusión de los atractivos turísticos de la Parroquia San Juan

Abstract

The San Juan Parish faced challenges and obstacles such as the lack of recognition and promotion of its tourist attractions, as well as the absence of a representative brand and signage to guide visitors. In addition, it must compete with other tourist areas and improve its presence on social networks. In response to these challenges, the objective of this research was to develop a Blended Marketing plan to enhance the effective dissemination of the tourist places of San Juan Parish, in the province of Chimborazo, during the period 2023-2024. A mixed methodology was used that combines quantitative and qualitative approaches, with an exploratory and descriptive scope. The research design was non-experimental, with a documentary and field approach that included interviews and surveys aimed at the local population and potential visitors. Through the applied methodology, it was possible to obtain a detailed understanding of the specific challenges faced by the San Juan Parish in terms of tourist diffusion. Likewise, a comprehensive analysis of existing marketing strategies was carried out and areas for improvement were identified to effectively promote the tourist attractions in the area. The findings revealed that San Juan Parish faces significant challenges in its effective dissemination in the local and national tourism market. It was concluded that the bibliographic analysis provided a solid theoretical framework to understand the concept of Blended Marketing and its specific application in tourism promotion. In addition, effective marketing strategies were identified, both digital and traditional, that can improve the visibility and attractiveness of Parroquia San Juan as a tourist destination.