Marketing turístico para dinamizar la economía del cantón Colta

Abstract

The Tourism Department of the Colta Canton, Chimborazo Province, lacks a tourism marketing plan that promotes the development of domestic tourism, thus contributing to its economic scarcity. Currently, tourism activities are one of the options for economic development in the country and its various sectors. The general objective of this study is to design a tourism marketing plan to revitalize tourism and the economy of the Colta canton. The study involved understanding the geographical, socio-cultural, economic, and tourism aspects of the Colta canton. The catalog of tourist destinations in the canton was reviewed and analyzed, classifying them as natural and cultural attractions. The Church of Balbanera and the Colta Lagoon, which are of historical importance, were identified as the most visited sites by tourists. An analysis of the tourism offerings provided by the canton was conducted by projecting the demand and preferences of tourists. Based on the discussion of the research results obtained through surveys, the need for creating a tourism marketing plan to revitalize the economy of the Colta canton emerged. Conclusions and recommendations were generated, targeting the Colta GAD (Government Autonomous Decentralized) and the Tourism Department. The proposals derived from this research led to the development of marketing strategies focused on the identified aspects, including the creation of a corporate brand manual, the implementation of risk prevention and biosafety protocols, offline and online marketing, training for human resources, and the geolocation of tourist sites. The timely implementation of these strategies will contribute to the tourism and economic development of Colta.