“Estudio de los factores para la marca turística del cantón Zamora, provincia de Zamora Chinchipe.”

At present, tourism has established itself as a sector of vital importance for the generation of employment and the socioeconomic development of a destination. In this context, tourism brands are fundamental as a strategic tool for the promotion and positioning of a destination in the global tourism market, acting as a powerful communication tool, capable of transmitting the essence, values and unique characteristics of a destination, attracting investment, activating the tourism market and generating a positive impact on the local economy. The general objective of this study is to establish the factors for the tourism brand of the Zamora canton, province of Zamora Chinchipe, in order to build a unique and attractive identity. For the development of the general objective, two specific objectives were proposed: To identify the tourism potential of the Zamora canton, province of Zamora Chinchipe, and to define the factors that will be part of the composition of the tourism brand of the Zamora canton, province of Zamora Chinchipe. For objective one, a bibliographic review of the Zamora canton was applied, an interview with local actors was used as a technique to corroborate the variables, and a survey provided information on the perception of tourists and visitors to the canton, which made it possible to define the important factors for the composition of the brand. For the second objective, a SWOT matrix was made, and finally a five-level branding pyramid was made based on the World Tourism Organization's Manual on Destination Branding, obtaining as a result the essence and rational attributes of the destination, for the creation of the brand, in which the climate, hospitality, and the attractions of the canton were established as fundamental elements, finally the canton of Zamora has the necessary factors for the development of a tourism brand.

• Autore principale: Ruiz González., Magali Anahi (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2024
• Soggetti: TURISMO; MARCA TURISTICA; ZAMORA; ZAMORA CHINCHIPE
• Accesso online: https://dspace.unl.edu.ec/jspui/handle/123456789/31642