City marketing para el desarrollo turístico en el Gobierno Autónomo Descentralizado del cantón Alausí

Abstract

The objective of this work was to design a City Marketing plan for tourism development in the Decentralized Autonomous Government of Alausi Canton, considered the second destination in the Magical Town Program organized by the Ministry of Tourism. This research used a mixed methodology, using the exploratory-descriptive modality, i.e., it was non-experimental since the investigation did not require a laboratory for the analysis of the data obtained, nor were the variables manipulated. The non-experimental designs are studies carried out without deliberate manipulation of variables and in which only the phenomena were observed in their natural environment to later analyze them. It was carried out through the application of surveys to 383 inhabitants with different questions related to the subject of the investigation from which the results were obtained, such as the lack of knowledge on the part of the population of the existence of a tourism projection plan for the Canton Alausí. In addition, there is a lack of training for tour operators, and the highest percentage of the population is female with 61.4%; 54.3% of those surveyed are single and of the Catholic religion, so it was concluded with the development of strategies for the positioning of the brand as a tourist reference of the country with long-term projections at a global level. These strategies include print advertising, as well as online advertising through the management of social networks, and it is recommended to socialize the content of the tourism projection plan that has the Canton Alausi to the entire community and motivate the beginning of active participation of all inhabitants to achieve the objectives set and measure the results progressively.