Marketing turístico para el posicionamiento de los atractivos de la parroquia Matus

Abstract

The Matus parish, despite having a variety of natural and cultural tourist attractions, faces challenges in terms of its visibility and visitor attraction: lack of dissemination, effective communication, adequate promotion, insufficient signage, deficiency in infrastructure, inadequate maintenance and limited advertising of the parish's tourist attractions constitute its main challenges. This situation has prevented the adequate exploitation of the tourist resources that the parish has, therefore, the objective of this research was to design a tourism marketing plan for the positioning of the attractions of the Matus Parish, Penipe canton in the province of Chimborazo, year 2023-2024. The methodology implemented had a qualitative and quantitative approach, a non-experimental design was used since no manipulation of variables was done, with a documentary and field study to obtain respective information in which an interview was conducted with the president of the parish; The sample was the economically active population employed in the province of Chimborazo, the application of a survey questionnaire being essential. Through this methodology it was determined that the parish does not have a tourism marketing plan, people are unaware of its location and the different tourist attractions that the parish has, but nevertheless they are willing to visit because it is a parish with adventure and nature tourism. In this context, the creation of a tourism marketing plan is concluded, for the positioning of the attractions of the parish, where eight different strategies to be a tourist destination are presented.