Diseño de un producto agroturístico para la granja MAG-Guaslán, cantón Riobamba, provincia de Chimborazo.

Abstract

The objective of this research work was to design an agrotourism product in the MAG-Guaslán Farm, Riobamba canton, Chimborazo province, based on a market, technical-productive, legal-administrative, environmental, and economic-financial study. The methodology initially used was the primary and secondary collection of information through participatory workshops, in situ visits, evaluation, and ranking sheets of attractions proposed by the MINTUR (2017); this information contributed to conducting the market study through surveys applied to national tourists. Competitive analysis to obtain the unsatisfied and the objective demands; in addition, advertising prototypes were designed for press, television, and radio, also the opening of profiles on social networks for the promotion and sale of the product. Three packages were subsequently established based on the tastes and preferences of potential visitors. The Lázaro Lagos matrix was used for the environmental study to show the positive and negative impacts. Considering the respective mitigation measures, as for the administrative legal scope, it was determined that it could be constituted within the associative sector as protected by the LOEPS. Consequently, the economic-financial analysis was obtained as a result, which determined the profitability of the project, with a net present value (NPV) of $484,855.71, a benefit-cost ratio (BCR) of $2.06, that is, for every dollar invested, 1.06 will be earned, an internal rate of return (IRR) of 34% and the capital recovery period (CRP) between the third and fourth year. Given the participants' interest in the survey, it is recommended to design and implement the agrotourism product at the MAG-Guaslán farm, which will contribute to the local economy, presenting at the same time a touristic alternative for the Riobamba canton and recreational space for visitors.