Marketing turístico para difusión de los atractivos de la parroquia Sibambe, cantón Alausí

Abstract

The primary purpose of this research was to achieve the sponsor of the tourist attractions of the Sibambe parish by implementing a marketing plan and generating a proposal to promote and position the image of the tourist destination. This marketing plan will motivate the audience to visit the place. This research methodology involved a mixed approach with a descriptive and exploratory scope and a cross-sectional design. In addition, the inductive, deductive, analytical, and synthetic methods were considered. The techniques followed in this research were the interview and the survey for data collection. The findings reported the sector's situation and made it possible to identify the client's profile, needs and requirements within the locality. Also, it was possible to develop strategies to achieve the desired positioning in the market. In the proposal, an action plan was elaborated to give adequate follow-up and control to implement the proposed strategies. Under theoretical support, it was possible to determine the importance of implementing a marketing plan to achieve adequate diffusion in the market. This way, strategies are presented to position Sibambe as a tourist destination in the main communication channels. Therefore, it is essential to continuously update the theoretical foundations, follow up on the strategies with the objectives achieved and carry out ongoing sectoral studies to identify new demands or market needs.