Diseño de un producto turístico para la parroquia San Luis, cantón Riobamba, provincia de Chimborazo

Abstract

This research proposes: Design a tourist product for the parish San Luis, canton Riobamba, Chimborazo Province; collecting information through primary, secondary and field. Situational diagnosis, commercial viability, productive and environmental capacity was conducted, as well as the determination of the legal – administrative feasibility, finally the economic and financial evaluation. The situational analysis was developed in SENPLADES format, for the market research surveys were applied to domestic and foreign tourists entering of total 173.285 people. To capture the attention of customers a marketing plan based on direct distribution channels was designed, a communications plan integrated by slogan, website design and other sources that will help attract customers to ensure success. The product is based on 2 complete packages of tourist and agritourism activities. For operation, a center of community tourism will be established. The financial study determines that the initial investment will be $ 13.266,37 giving positive NPV of $25.408,50 and a C/B of 2,53, the recovery time of the investment is between the second and third year reaching an IRR of 35%. It is concluded that the tourist product has an important cultural and natural tourist potential, which would be an instrument of great help to achieve the good life of the parish of San Luis.

Key words: tourist product, sustainable tourism, good living, community tourism, tourist packages.