Diseño de un sistema de Marketing experiencial para posicionar a la Operadora de Turismo Comunitario Puruha Razurku Cía. Ltda., del cantón Riobamba, provincia de Chimborazo

Abstract

This research is a design of a system of experimental marketing to position the Community Tourism Operator Puruha Razurku, in Riobamba city, Chimborazo Province. In order to contribute positively to the improvement of the current situation of the company and the quality of life of all the tourist communities that compose it. For its development, a study of effective marker was done where the results let us know that the majority of people that perfomed tourism within the province are of gender male, included in a age between 15-40 years, their way of travelling is preferred with their family, they like to try traditional or typical food, and their frequency of visits is half-yearly with staying of 1 to 2 days maximum; In addition, it was identified that only a few visitors have made community-based tourism in the province. The proposal involves the application of strategies of experimental marketing that promote the strengthening of local, national and international tourism. Focused on an efficient attention to tourists with products and services of quality. As conclusion, the Company has the necessary equipment and very affordable packages to enter the market in an timely manner. For this reason, it only depends on a proper management in the administrative area. So, it is recommended to the authorities of the operator and representatives of tourism organizations implement the proposal in order to attract more tourist flow.