Blended marketing para promocionar los atractivos turísticos de la Parroquia Pumallacta, Cantón Alausí, Provincia De Chimborazo

Abstract

The Pumallacta parish presents low positioning, promotion and dissemination of its attractions, little existence of tourist infrastructure, high competition with other tourist areas, lack of diversity of attractions, lack of monitoring of social networks and lack of signalling.Therefore, the objective of the research was to design a Blended marketing plan enhancing the tourist attractions of the Pumallacta Parish in Alausi Canton, in Chimborazo Province. The methodology used was quantitative and qualitative approach; The scope of the research was exploratory and descriptive; A non-experimental cross-sectional design was used; The type of study was documentary and field to obtain information through methods, techniques and instruments, among which were the interview and the survey applied to a sample of the Economically Active Population (PEA) of the province of Chimborazo, through the applied methodology. It was determined that the Pumallacta parish has a low positioning and recognition within the market, which negatively affected its volume of income. It is concluded that the information obtained through bibliographic sources allowed the acquisition of theoretical support for the research, achieving detailed knowledge about blended marketing and positioning, in addition, marketing strategies that favor the Pumallacta parish were established.