Diseño de un modelo de gestión de Marketing Turístico para las parroquias rurales del cantón Riobamba, provincia de Chimborazo en el GAD Municipal período 2015-2016

Abstract

This research work proposed to conduct a management model of tourism marketing for the rural places of Riobamba canton, to incrase the number of visitors, first an analysis of the current situation macro and micro environment of the most important variables and an analysis (SWOT) Strengths, Weaknesses, Opportunities and Threats of rural tourism places to be studied, were carried out. Field research, bibliographical documentary qualitative and quantitative techniques were used as methodology and the observation, interview, survey were used as instruments, considering as an universe of study to the tourist who visit the Riobamba city, by means of the cluster sampling and the technique of inquiry with a structured questionnaire to have logical data and real, to know the places with major tourist potential as Cacha, Pungala, Quimiag and San Juan, then the mix of tourism marketing with its four variables was designed; strategies such as: product, price, distribution, promotion, to position the tourism bran and the management model proposed and of differentiation were developed. The management model proposes to increase the demand for national and international tourists to publicize the different tourist attractions that are not exploited and are elite, this will allow to be a new tourist destination. It is recommend to perform different tourism projects and execute this management model to increase the economy of the people, to maintain and preserve the places considered as tourist potential between them are Chimborazo located in San Juan, the Altar, Sangay National Park located in Pungala and Quimiag, Pucara Tambo Located in Cacha.