Diseño de estrategias para posicionar los atractivos

turísticos de la parroquia de Cacha, cantón Riobamba

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positioning strategies for its tourist attractions

through the implementation of effective branding. A

mixed qualitative and quantitative approach was used

for the research. A survey of 383 inhabitants of

Riobamba was conducted to analyze tourism

knowledge and preferences. Data were collected

through documentary and field methods, including

surveys, interviews and observation. The findings

revealed that 67.1% of the respondents were

Politécnica de Chimborazo (ESPOCH)". https://orcid.org/0000-

obstacles to tourism development in Cacha. For

which strategies are proposed such as: creation of

brand identity, development of promotional

materials, implementation of advertising campaigns in

local and digital media to increase the visibility of

Cacha as a tourist destination, participation in

tourism fairs and events. The implementation of

these branding strategies will contribute to

effectively position Cacha as an attractive tourist

destination, increasing the number of visitors and

La parroquia Cacha, ubicada en Riobamba, Ecuador,

tiene un gran potencial turístico que aún no ha sido

explotado. El objetivo de este estudio es diseñar

estrategias de posicionamiento para sus atractivos

turísticos a través de la implementación de un

branding efectivo. Para la investigación se utilizó un

enfoque mixto cualitativo y cuantitativo. Se realizó

una encuesta a 383 habitantes de Riobamba para

analizar el conocimiento y las preferencias turísticas.

Los datos se recogieron mediante métodos

falta de conocimiento y de una promoción eficaz son

los principales obstáculos para el desarrollo turístico

de Cacha. Para lo cual se proponen estrategias como:

creación de identidad de marca, elaboración de

material promocional, implementación de campañas

contribuirá a posicionar efectivamente a Cacha como

un destino turístico atractivo, incrementando el

número de visitantes y generando beneficios

económicos para la comunidad local.

Palabras clave: Diseño, estrategias,

posicionamiento, branding turístico.

INTRODUCTION

Branding, as a fundamental component in the field of marketing, its main function lies in

the development and construction of a brand capable of communicating both the specific

it with a brand that can be marketed and adapted to tourist attractions, this process is

carried out considering the values of a tourist destination, highlighting its resources,

qualities and history to both internal and external audiences, it also seeks to differentiate

and communicate the values that allow visitors to experience a unique and meaningful

experience, (Arteaga Flórez, Pianda Estrada, & Sandoval Montenegro, 2019)..

Branding management, comprises all the instructions that a company carries out to

manage both the identity of the organization and the products or services it offers; its

purpose is to ensure the quality of the experience that the organization provides to

consumers through its products, thus being crucial that it is developed effectively,

focusing on satisfying most of the needs and desires of customers, (Ortegón, 2014).

p. 15)..

Step 2: Construction of the brand philosophy. This requires the corporate philosophy,

brainstorming and detecting 4 or 5 characteristics of the company for the final

construction of the design, (Maza Maza, Guaman Guaman, Benítez Chávez, & Solis

Mairongo, 2020, p. 15)..

Step 4: Construction of a visual identity. It contemplates the logo, color, slogan, smell,

sound that you want to project in the brand; therefore it is necessary that it is a unique

name, easy to remember and appropriate to the company using naming strategies, (Maza

Maza, Guaman Guaman, Benítez Chávez, & Solis Mairongo, 2020, p. 15)..

Step 5: Communicate. Finally, carry out strategies to make the brand and its attributes

known to the target audience, without forgetting to measure and control them, (Maza

Maza, Guaman Guaman, Benítez Chávez, & Solis Mairongo, 2020, p. 15)..

This scheme is used because it covers crucial aspects in the implementation of the

proposal, facilitating a more effective management in the creation of the brand by taking

into account different elements, such as brainstorming, naming strategies,

as one of the most distinctive components within marketing, since companies should not

only focus on their functions, but also on the brand identity they possess. This is an

essential element of brand identity, as it enables the development of a competitive

advantage, as well as facilitates clear communication to the specific target audience.

Within the canton of Riobamba, the rural parish of Cacha is known for being an ancestral

town belonging to the Puruhá nationality, it has a significant intangible heritage of its own

culture as well as several strategic sites suitable for tourist activities. However, the main

problem is the lack of identity that identifies the various tourist, cultural and historical

attractions of this parish and therefore the lack of positioning of the tourist sites among

local and national tourists, (Plan de Ordenamiento Territorial Cacha, 2019)..

the Cacha parish.

MATERIALS AND METHODS

and secondary sources on tourism in Cacha; direct information is obtained through

surveys, interviews with members of the GAD and observation in the parish.

Population and sample:

The survey was carried out among the inhabitants of the city of Riobamba who belong

to the Economically Active Employed Population (EAP). With a sample: 383 people

selected by stratified random sampling, dividing the population into subgroups according

to the five urban parishes of Riobamba, (Cadena Muncha, & others, 2021, p. 1204).

The data collection instruments were: Questionnaire: It was applied to the inhabitants

of the PEA to obtain information about their knowledge and preferences for tourism.

Interviews were conducted with the technician in charge and members of the Cacha

attractions of the parish, with the help of interviews that were conducted individually

and face-to-face with the technician in charge and members of the Cacha Parish

Government (Feria Avila, Matilla Matilla), (Feria Avila, Matilla González, & Mantecón

Licea, 2020, p. 63).. To conclude, observation was used to gather information in order

to interpret and analyze findings and describe facts based on the information available at

the research site (Argüelles Pascual, Argüelles Pascual, & Mantecón Licea, 2020, p. 63),

(Argüelles Pascual, Hernández Rodríguez, & Palacios, 2021, p. 34).The same that was

carried out directly in the Cacha parish to record characteristics of the sector, tourist

attractions and relevant information for the research, (Arias Gonzáles, 2020, p. 32).

Source: (Research work, 2023).

Source: (Research work, 2023).

Source: (Research work, 2023).

Illustration 2: Corporate Identity

Source: (Research work, 2023).

positioning the tourist attractions of the parish under study, facilitating the creation of a

unique identity and the use of effective communication strategies, especially through

online media such as social networks, where 74.7% of respondents seek information to

select a tourist destination.

CONCLUSIONS

The research concluded that the collection of bibliographic information is fundamental

to scientifically support the present work, at the same time it facilitated the selection of

a branding model that was used in the development of the research.

In this context, the importance of conducting a thorough analysis of the internal and

in order to position Cacha's tourist attractions among the target public.

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