Re-branding turístico para el posicionamiento de la Parroquia Quimiag

Abstract

This research study focuses on the development of a tourism re-branding for the positioning of Quimiag parish. The methodological approach adopted combines both qualitative and quantitative aspects, with an exploratory and descriptive approach. The research is characterised by a non-experimental, cross-sectional design. The methods employed include deductive, inductive, analytical and systematic approaches, allowing for an exhaustive analysis of the information gathered. A field study was carried out by means of surveys directed at the potential market, represented by the economically active population (EAP) in the province of Chimborazo. In addition, interviews were conducted with the president and the technician of the Autonomous Decentralised Government (GAD) of the parish. The data collected formed the fundamental basis for the design of an appropriate proposal and the development of communication strategies aimed at improving the recognition of the Quimiag tourism brand in the market. The analysis made it possible to assess the current state of the parish's tourist attractions, revealing that the tourist identity is based on the pre-existing affinity that the target public has towards Quimiag. It is worth noting that the parish is recognised for the quality of its dairy products and its tourist destinations, which have achieved a notable notoriety according to the results of the surveys. In this context, the creation of strategies to strengthen the positioning of Quimiag's tourism brand is presented as an opportunity to highlight each of its attractions, which will contribute significantly to increase economic income and promote local tourism.