Marketing turístico para la promoción de los atractivos de la parroquia Calpi

Abstract

The objective of this research work was to propose a tourism marketing plan as a strategic tool for the promotion of the attractions of the Calpi parish of the Riobamba canton, in the province of Chimborazo. Therefore, a methodology with a qualitative and quantitative approach was implemented, where sources of information and data were collected, additionally the type of research is documentary and field because secondary and primary information was obtained. On the other hand, the research had an exploratory and descriptive scope to determine the current situation of the Calpi parish, and a non-experimental design because the variables were not manipulated and cross-sectional because information was obtained in a certain time by the researcher. Similarly, research techniques were applied, such as direct observation, interview and survey to learn directly about the different tourist attractions offered and the perception that the authorities and the market have about it. With the methodology already exposed, it was determined the lack of promotion strategies and the weak management and investment in tourism marketing, thus, it was concluded that, by applying promotion strategies aligned with the creation of a new tourism brand, presence in social networks, website and billboards, an effective dissemination that contributes to the economic development of the Calpi parish will be obtained.