Posicionamiento de la marca como estrategia en el marketing turístico en las parroquias rurales del cantón Ambato

Abstract

The tourism sector is a predominant sector of Ecuador, it contributes to the development of the country, in the province of Tungurahua there are many rural communities that are dedicated to community tourism, its main objectives is to stand out from the others, with which to achieve the positioning of its brand, in order to strengthen the ties that a tourist brand seeks with tourists with this, achieving the loyalty of the brand. The study carried out due to the neglect of the rural tourism sector is carried out in the study where results are obtained that indicate that the measurement variables of the brand positioning give optimal and valid information and are related to each other, that is, they are efficient and inferred in the decisions of tourists. In the results it was possible to know that in 90.8% of the population of 401 people are willing to visit the brand again because of the services they received were to their liking, favorable results were obtained for the brand, marking the thoughts of the tourists so that they will always take into account when they plan travel experiences to know more about the brand. For the validation of the model carried out in 4 phases that were the image of the brand, the association of the brand, the value of the brand, the notoriety of the brand that leads to the loyalty that is wanted to reach by the tourists gave results optimal which proves that the model is feasible and should be applied.