Diseño de un producto turístico para la parroquia Guasuntos, cantón Alausí, provincia de Chimborazo.

Abstract

The current investigation is proposed to: design a tourism product within Guasuntos parish, belonging to Alausi Canton, Chimborazo province; By validating the tourism potential through the collection of primary and secondary information; with 2676 inhabitants of which 70.6% of them are self-identified as indigenous and 29,4 are self-identified as mestizos, 83% are bilingual, 11% kichwua, 6% Spanish, among its different attractions Cumbilla´s church is an outstanding sight not to be missed as well as the Barabut’s staff and terraces, which are considered potential tourist attractions. According to the market study and the application of surveys, a sample of 382 surveys of a total amount of 59,623 tourists was obtained, the preferences and tastes of national and foreign demand were determined, where guidance, accommodation and food services are offered, with two astonishing tour packages including the Dutunshi and the Shuid routes that combine visits to natural and cultural sites, for which various promotion and advertising strategies were established based on the common use of the four “C” components of the Marketing Mix, such as customer, cost, convenience and communication; for the commercialization the brand name of the product is “Discover the magic of Guasuntos”, in the legal part it will work as a (CTC) Community Tourism Center, the project is financially feasible since the investment to be made plus the investment made will be $114833, giving positive values NPV = 33219.7, IRR = 19%, Cost Benefit Ratio = 1.29 and a recovery time of 2 years 4 months in relation to the 5 years of the project´s useful life. If is concluded that the investment is profitable; since the community is a place with a high tourist potential. It is recommended the support and encouragement on the implementation of community initiatives.

KEY WORDS: <TOURISM PRODUCT>, <TOURIST PACKAGES>, <TOURIST POTENTIAL>, <TOURIST ATTRACTION>.