Diseño de una ruta turística para la comunidad Cariacu, parroquia San José de Ayora, cantón Cayambe, provincia de Pichincha

Abstract

This research proposes: Designing a tourist route to the Cariacu community, San Jose de Ayora parish, Cayambe canton, Pichincha province; trough a methodological process base on primary and secondary information, where the structuring of tourist community system was established as a result, making field trips relevant information it was compiled by conducting surveys to determine the profile of visitors and guide the definition of the tourist route. With the results of the market study that was conducted in the National Park Cayambe Coca proceeded to the structuring of the tourist route where a target for the route identified, thematic maps was developed primary and secondary activities were identified, four tourist packages were structured and complementary tourist facilities such as signage and tourist look out were designed. Then he worked in the marketing mix (product, price, place and promotion), where four components were analyzed, the first is the product for which an image, brand and slogan, second the price of the packages offered was established it was designed third the square channels of direct and indirect distribution were identified and finally the promotion of the route which worked for the website, TV and radio ads also pop material like caps, key chains, etc. designed additionally the breakeven point is that sales volume in which the route does not obtain gain or loss on the sale of its tour packages identified.

Keywords: tourist route, tour packages, marketing mix, tourism product