Diseño y comunicación de la marca Guaranda como herramienta para el fortalecimiento turístico de la ciudad.

Abstract

The objective of this research work was to design the brand city of Guaranda to promote its identity and tourist recognition through communication strategies, basing the construction of the brand city, based on the opinion of the Guarandeños themselves, considering their history, customs and traditions; to focus the bases of its elaboration, the research was carried out applying an exploratory and non-experimental methodology with a transversal design, that thanks to the observation of the phenomena in its natural state, it was possible to identify the behavior, perceptions and preferences of the Guarandeños, the use of the inductive and deductive methods pointed out the characteristics of the city to build the image of the brand. It is important to mention that this research, being of qualitative approach, comprised a descriptive and correlational scope, therefore, it helped to identify facts and situations through time. Research techniques were used, such as direct observation, interviews through an interview guide to 5 inhabitants of the city, surveys through a questionnaire to 378 people who were the result of a random sampling of the population of the urban sector, corresponding to 27,027 inhabitants, obtaining the result of a random sampling of the population of the urban sector, corresponding to 27,027 inhabitants, obtaining the result of a random sampling of the population of the urban sector, corresponding to 27,027 inhabitants, obtaining the result of a random sampling of the urban sector. 027 inhabitants, obtaining as a result that 280 inhabitants of the city of Guaranda identify the character of the Guaranda Indian as their main figure, and 89.47% believe that the brand has loyalty and that its attributes will enhance the tourist strengths of the city, such as its architectural and historical richness. Therefore, it is recommended that a systematic study of the real conditions of tourism in the canton of Guaranda be carried out more frequently.