Evaluación para el fortalecimiento de la corporación para el desarrollo del turismo comunitario (CORDTUCH) en el ámbito gerencial y de marketing, provincia de Chimborazo

Abstract

This research proposes to evaluate managerial and marketing areas of the Chimborazo Community and Tourism Development Corporation (CORDTUCH); thus the diagnosis of the tourism operator Puruhá Razurku and the organic products shop were carried out taking into account the administrative, financial, economic and legal part. The tourism operator Puruhá Razurku staff members are the manager and the head of operations, 27 touristic packages were offered, it has a net profitability of the fixed asset of 0,09, in the year 2016 the operator had 757 customers hired tourist packages and services. Five community tourism organizations such as Razuñan, Casa Cóndor, Sumak Kawsay, Quilla Pacari and CEDIBAL were identified through workshops working with the operator in the provision of tourist services. However, the organic products shop has not been legalized yet and commercializes 6 organic products and handicrafts of the women's association of Pulinguí. They reported a profit of $252,63 during 2016. With the obtained information a SWOT matrix was prepared to identify the main problems. A proposal was designed for the strengthening of the operator and the organic products shop which comprises costs analysis, marketing plan, legalization the organic products shop, the adjustment of the operator and the organic products shop. Finally, the validation of the proposal was conducted with the personnel of both commercial arms of the CORDTUCH taking into account the level of interest and commitment to carry out the proposed proposal. In conclusion, the evaluation of the CORDTUCH allowed a comprehensive diagnosis of the commercial arms and design a proposal according to the identified needs.

Keywords: TOURIST MARKETING - COMMUNITY TOURISM - TOURIST PACKAGES.