Marketing turístico como herramienta estratégica para potenciar los atractivos turísticos de la parroquia Bilován del cantón San Miguel provincia de Bolívar

Abstract

Through the present research work, touristic marketing as strategic tool, it is seek to enhance the touristic attractions that the Bilován parish of San Miguel of Bolivar of Bolivar has and through that to generate higher incomes for the inhabitants in general. It was carried out a field research, for which internal surveys were applied to the staff of the parish GAD of Bilovan, to the secretary and to the board members, the external surveys directed to the population of the Guaranda canton and the interview to the president of the parish GAD. Through the responses of the respondents, it has achieved to evidence that until today Bilovan doesn´t count with a marketing plan of the touristic area, therefore it has failed in positioning mostly in the tourists´ mind to national and international level and for this reason it has not been possible to boost the economy of the zone, as well as it was verified that the tourism has not been considered as a priority activity for the authorities and inhabitants; also letting know the requirements of the possible visitants who have necessities and whish of visiting a place. The plan of touristic marketing proposed contains strategies of promotion, publicity, design of digital material which will contribute to the market positioning of tourist attractions that this parish has. Therefore, it is recommended the implementation of this plan, which will achieve effective results for Bilovan in both the tourist and economic fields, generating a positive impact on this activity and on the inhabitants.