Gestión del branding para promocionar el potencial turístico de la parroquia Pumallacta, cantón Alausí, provincia de Chimborazo

Abstract

The objective of this research was to develop branding management to promote the tourism potential of the Pumallacta parish, in the province of Chimborazo, the method applied was a qualitative and quantitative research approach, with an exploratory and descriptive level, in addition to the non-experimental research design was used according to the manipulation of the independent variable, In the first instance, direct observation of the tourist attractions of the locality was carried out, as well as an interview with the president, technician and secretary of the parish Gad of Pumallacta to focus on the representative elements of the area and previously carry out an internal analysis. Surveys were administered to the target public to determine the characteristics and attributes that were reflected in the brand. With the information gathered in the market research, we determined the profile of the potential client, the importance of vacationing, the frequency of visits to tourist sites, the preferred means of communication, and other important aspects that tourists take into consideration when visiting a destination. Once the results were analyzed, branding strategies were designed with the purpose of capturing and reaching the attention of potential clients, and establishing an emotional link with the brand. Due to this, it is recommended to consider and implement branding strategies to contribute to the positioning of the organization in the medium and long term, as well as the correct use of the brand manual.