Diseño de una experiencia turística cultural para el centro histórico de la ciudad de Riobamba en la provincia de Chimborazo.

Abstract

The present research aimed to design a cultural tourism experience for the Historic Center from Riobamba city, Chimborazo province, using deductive, analytical-synthetic research methods and research techniques such as literature review and field observation, allowed to evaluate the current state of tourism in the Historic Center of Riobamba, through the development of a tourism situational from Riobamba city, the basic infrastructure within urban Riobamba, the cantonal and provincial superstructure that is linked to tourism, the city´s demand for the years 2020 and 2021 and the main competitors that offer cultural tourism. On the other hand, for the technical design of the tourism experience, the bases of the experience were established, setting the objectives and designing the itinerary, and the investment Budget. A total of 130 attractions were identified, 71% of which are cultural manifestations. The analysis of Riobamba´s demand in the year 2021 is made up mainly of national tourists with a total of 29,618. The design of the cultural and photographic tourist experience, “The magic of sultana de los Andes”, is about 6 hours with a price of 112 and 96 dollars for 2 pax and 5 pax respectively. To sum up, the investment proposal was established, with a total of $1,539.00. Through the technical and creative design of the cultural experiences, it is expected to generate a product that manages the position in the market, so it is recommended to promote the collaborative economy in tourism through digital platforms and make key alliances with wholesale travel agencies.