Plan estratégico para el desarrollo sustentable del turismo en la ciudad de Riobamba, provincia de Chimborazo.

Abstract

The objective was to identify and study the elements of tourism activity, and its impact on the economic, social and cultural sphere, as well as activities that allow boosting the local development of the city. The research characterized by conducting a descriptive and analytical study, collecting information, observing, studying and correlating the facts. It based on two approaches: qualitative and quantitative. The qualitative research performed through in-depth interviews with qualified informants from the tourism sphere, responsible for cultural tourist attractions and cultural managers, who exposed: reasons, attitudes, development factors and deficiencies existing within the sector. The quantitative research performed through residents´ surveys between 16 and 81 years, and national and foreign tourists with the purpose of structuring, quantifying and comparing opinions. Riobamba is known as the city of firsts, training is the main activity that coordinates, and develops with the aim of improving the tourism value chain and develops activities that are comprehensive. The tourist facilities that currently offer, they are few. Within the tourist sphere, the main deficiencies are poor coordination between involved entities, little knowledge, and appreciation of heritage, neglect of heritage assets, and scarce development of tour packages, insufficient promotion and information to citizens and tourists. At present, Riobamba is just a city of passage. In conclusion, the strategic plan was oriented to boost the growth of tourism, and guarantee the identity of the population, preserve historical and cultural resources, and active participation among involved stakeholders with the aim of generating local and economic development.