Plan de marketing turístico para posicionar los atractivos del Cantón Penipe, Provincia de Chimborazo

Abstract

Tourism marketing is key to positioning emerging destinations like the Penipe canton in Chimborazo province, Ecuador. This approach enables the development of strategies that promote the region's cultural, natural, and historical strengths, attracting both national and international audiences. However, Penipe faces significant challenges, such as the lack of a comprehensive marketing plan, low participation from local organizations, and insufficient private investment, which limits its recognition as a tourist destination. Using a mixed methodological approach that combines quantitative and qualitative techniques, the study analyzed the tourism potential of the canton. The results indicate that enhancing the promotion of attractions and implementing sustainable visitor management are essential to strengthen its market competitiveness. The findings also reveal a relationship between visit frequency and destination positioning: improving the quality of the tourist experience enhances its reputation, while overexploitation of natural and cultural resources can have negative effects. Therefore, a balanced approach is recommended, prioritizing quality over the quantity of visitors while integrating sustainable practices into tourism development. Penipe has the potential to become a competitive destination if it effectively manages its tourism offerings, aligning them with the expectations of sustainability-conscious and quality-focused tourists.