Diseño de Estrategias de Comunicación para posicionar turísticamente a la parroquia de Palmira, cantón Guamote, provincia de Chimborazo, año 2017

Abstract

The purpose of this research is to design communication strategies to touristically position the Palmira parish located in the Guamote canton, province of Chimborazo, in 2017. The field research was carried out through surveys conducted for national and foreign tourists who visit the city of Riobamba, to know the current situation of the parish. The most important findings were: tourists do not visit Palmira frequently and if they do it is only on holidays, the signage is inefficient since it does not allow to standardize criteria that facilitate the identification of attractions, nevertheless the attention given to the visitors by the tour operators is efficient; these factors have caused that Palmira is not recognized as a tourist destination to be visited. For the application of the communication-strategies-design to touristically position the parish, different strategies are established such as: elaboration of a visual identifier, advertising on radio and television, preparation of triptychs, diptychs and training for guides and tour operators, in order to make of Palmira a recognized tourist destination; for its application the budget allocated is $ 4,880.00. It is established that the absence of communication strategies limits the increase of visitors and Palmira's economy, so its application is recommended to be immediately.