Diseño de un producto turístico para la parroquia Columbe, cantón Colta, provincia de Chimborazo

Abstract

The following research proposes: to design a tourist product for the Columbe parish, Colta, province of Chimborazo; through the collection of secondary information and field trips. Six objectives were proposed such as the situational diagnosis of the tourist system, market study, productive and environmental technical capacity, as well as the determination of the legal- administrative road and finally the economic evaluation. The situational diagnosis of the tourist system was elaborated through participatory workshops and the compilation of secondary information, for the market study applied surveys to the national and foreign tourists that visit the province Chimborazo with a total of 253,335 people, 167 divided surveys were applied, 116 for national tourists and 51 for foreign tourists. For the technical design 3 packages are proposed: "Adventure between winds and grasslands" of two days. "Natural and cultural charm in one place” and the "Route of Andean magic and Puruwá culture" of a day. To capture customer attention, marketing strategies were designed based on marketing mix based on distribution channels, a communication plan integrated by slogans, web page design and other media that contributes to customer acquisition and thus ensure success of the project. For the operation, a community tourism center will be set up. The environmental study proposes mitigation measures that address the minimum impacts generated during the development of the project. Finally the economic study determines that it is an investment project where the analysis of fixed and variable costs, sale price to the public, structure of income and the cash flow were realized. It is concluded that the project is feasible. Its implementation is recommended as contribution to the development of the tourist activity in the parish.

Keywords: touristic product, touristic potential, community tourism, tourist packages.