Creación de la marca turismo como estrategia de promoción para el cantón Archidona

Abstract

This degree project aims to develop a tourism brand as a promotional strategy for the canton of Archidona, located in the province of Napo, Ecuador, focusing on strengthening and positioning its four tourist bioroutes: birds, water, ammonites, and gastronomy. Despite the canton’s significant natural, cultural, and ancestral potential, limited tourist visibility and recognition are evident due to the absence of a consolidated visual identity and effective branding strategies. The research was conducted using a mixed-method approach, combining qualitative and quantitative methods through bibliographic research, field observation, interviews with key stakeholders in the tourism sector, and surveys addressed to local residents and potential visitors. The results allowed the identification of the main weaknesses in tourism promotion, as well as opportunities to enhance the destination’s image. As a proposal, a comprehensive tourism brand was designed, supported by branding principles, visual identity, and strategic communication, reflecting the biodiversity, ancestral culture, and sustainability values of the canton of Archidona. The brand was developed under an umbrella brand architecture, integrating the four bioroutes and ensuring visual and conceptual coherence across its graphic and promotional applications. It is concluded that the implementation of a tourism brand significantly contributes to the positioning of the canton, increases recognition of its tourist attractions, and promotes local economic development, encouraging sustainable, responsible, and competitive tourism.