Desarrollo de un Modelo de Gestión de Comunicación de Marketing para fortalecer la difusión de los atractivos turísticos de la parroquia Punín, cantón Riobamba, provincia de Chimborazo, período 2013

Abstract

The present investigation is a Marketing Communication Management Model. It aims at strengthening touristic destination spread in Punín Sector, Riobamba Cantón, Chimborazo Province in 2013. Having done this, there will be more tourists and citizen participation. Moreover, sector touristic destination positioning level will be increased. A market research was carried out to determine main Punín touristic places. A main inventory was taken so as to organize touristic destinations hierarchically, and establish sector tourism positioning level. Three strategies were proposed: a new corporate image, advertising design, and touristic destination promotion. The new corporate image design aims at creating an important impact in the target market so that the sector can be identified better. Thus, tourists will come more often. Promoting is the second strategy comprising leaflet design, flyers, business cards, identification badges, and some souvenirs such as key chains, pens, box of matches, bags, mugs, change purse, and cardboard rules. Advertising is the last strategy which includes a webpage design showing all destinations with their background and photo gallery, mobile advertising design, both televisión and radio jingle spots. All of these strategies are focused on promoting the touristic development in the sector and Riobamba. Finally, the Marketing Communication Management Model acceptance and running are presented for the Decentralized Autonomous Government of Punín consideration. It is expected that Punín population and entities get involved in promoting and spreading touristic,destinations.