Plan estratégico para el fortalecimiento del sector de calzado basado en el turismo de consumo en la provincia de Tungurahua

Abstract

The project seeks to strengthen footwear consumption tourism in the province of Tungurahua through the creation and use of a strategic plan, the document shows the current state of the sector along with its importance for the economic development of the province. To achieve the objective of the strategic plan, a series of stages guided by a qualitative quantitative approach were carried out, in this way a market study was carried out aimed at economically active people in the province who ranged in age from 20 to 65 years in order to determine consumption preferences, as a complement, interviews were conducted with experienced people in different areas, thus having: a representative of the Chamber of Commerce of Ambato, the current vice prefect of the H. Provincial Government of Tungurahua, the president of CALTU, experts in Design and Communication such as entrepreneurs and footwear companies, all this to have a clearer vision of how the sector is currently and the prospects for improvement that it may have. Also, a PEST analysis was carried out together with a SWOT analysis, the latter served as a tool to determine the strategies proposed in the proposal. Finally, there was built the necessary prototype for the Tungurahua footwear sector.