Diseño de un producto turístico en la comunidad Sarapamba Chuichun, cantón El Tambo, provincia de Cañar.

Abstract

The objective of this research work was to design a tourism product in the community of Sarapamba Chuichun, El Tambo canton, Cañar Province, with three specific purposes. The design of the tourism product includes three stages. First, the evaluation of the situational diagnosis of the territory was carried out then the community was diagnosed and worked on based on the subsystems of the National Secretariat of Planning and Development (SENPLADES). An inventory of natural and cultural attractions was also obtained then it was used the new methodology for the survey of tourist attractions in Ecuador, Ministry of Tourism (MINTUR) 2017. In the second stage, based on the analysis of the territory and the attractions inventory, the product was designed based on the creative process, which allows it to make tourism products in the area. The last stage is the feasibility study for determining this study. It was applied 138 surveys to the national segment to define the tourist profile. It was worked on a marketing plan based on promotion and advertising strategies to capture the customer's attention. The community had 12 natural and cultural attractions. These were used for the design of tourism products. The economic and financial viability of the project indicates that the internal rate of return (IRR) is 74% higher than the bank rate, a Net Present Value (NPV) of $581,509, and the benefit-cost ratio (BCR) is $3.41. In conclusion, the community has great tourism potential, and the project is economically and environmentally viable. It is recommended to implement the project as it is a development alternative for the community.