Diseño de un producto turístico rural para el cantón Colta, provincia de Chimborazo

Abstract

The present investigation proposes to design a rural touristic product for the Colta canton, province of Chimborazo through the collection of primary and secondary information and field trips. It was conducted the commercial feasibility, the productive and environmental technical capacity, as well as the determination of the legal-administrative viability, finally the economic and financial evaluation of the project. Therefore, for the market study, it was applied 156 surveys distributed to the national and international segments, permitting to determine the tourist profile respectively. To attract the attention of the clients, a marketing plan was designed based on promotion and commercialization strategies through the use of the components of the Marketing mix such as customer, cost, convenience, and communication. The product is based on 4 packages that contemplate natural and cultural touristic activities. The environmental study determines that the impact, due to the implementation of the touristic product, is minimal, for which considerable mitigation measures are proposed. Therefore, to sustain the operation of the product, an association of community tourism will be established. The financial study determines that the initial investment will be $ 38,048.57 with a positive NPV of $ 24,438.45 and a C/B ratio of $ 2.47, the recovery time of the investment is between the second and third year reaching a TIR of 42%. It is concluded that the canton Colta has an important touristic potential and according to the acceptance of the market by the proposed product, it is important its implementation whose purpose contributes to the development of the touristic activity of the canton and allows to achieve the good living of the local population.

Keywords: TOURISTIC PRODUCT- RURAL AND COMMUNITY TOURISM- TOURISTIC PACKAGES.