Diseño de un Plan de Marketing Turístico de las actividades de aventura y naturaleza de la Reserva de Producción de Fauna Chimborazo, para el GAD Municipal de Riobamba

Abstract

This final degree investigation is a proposal about a tourism marketing plan of the Reserve of Fauna Production of Chimborazo, for GAD municipal of Riobamba city, with the aim of promoting adventure activities, nature, and at the same time promoting tourism. For that reason, an observation sheet related to the attention to the customer, signs, trails, and advertising was made. Also surveys in the refuges of Chimborazo Mountain, Riobamba and Baños city were made in order to determine the degree of knowledge of the tourist attraction, the reserve that belongs to Riobamba canton possess. Shortcomings such as the lack of attractions and activities within the reserve were found, in addition to, the disagreement in the promotion. By means of these methods applied, strategies, and tactics directed to the segment established by men and women, who are in a range of 20 to 56 years of age that belong to the economically active population were determined, in order to achieve national and foreign tourists know about this issue. it was concluded that the GAD municipal should work with the Ministry of the Environment to develop a calendar of the activities of adventure and nature that can be made for every season of the year, involving citizens from Riobamba.