Plan de Marketing Turístico para el Centro Turístico y Cultural Pucará Tambo, de la parroquia Cacha, ciudad de Riobamba

Abstract

The current graduation work aims to propose the design of a Plan of Tourist Marketing for the Tourist Cultural Center Pucará Tambo, from Cacha parish, Riobamba city, which will allow to strengthen tourism in the zone through different strategies and tactics. A qualitative quantitative research was performed, having as participants to national and international tourists to whom it was applied a survey in order to determine the current situation of the center. By means of the data gathered, it was possible to state the following findings; when asking to national tourists about tourists attractions they know, the firstly mention to Chimborazo mountain as the main landmark of the canton, followed by Guano, showing misinformation since that mountain does not belong to Riobamba and Guano is a different canton; leaving the other sites as CTC Pucará Tambo in the last places due to the lack of strategies which allow it promote through the use of modern technology to get worldwide. Therefore, the proposal of the Plan of Tourist Marketing is addressed to develop strategies and tactics through different digital means by using different platforms which allow the center to show its attractions to the country and the world. It is recommended that the CTC Pucará Tambo develop strategic alliances, allowing so that locals and foreigners who decide to do tourism and community living, choose the CTC and so staying overnight longer and thus, contributing with development of the city in order not to be considered as a one-day-stand city.