Plan de marketing para el desarrollo turístico del sitio Río Pindo en la parroquia Uzhcurrumi.

Abstract

This research work addresses the design of a marketing plan to enhance the tourism development of the Río Pindo site, located in the Uzhcurrumi parish, with the aim of improving its visibility and attractiveness in the tourism market. Through a mixed methodology, which combined surveys of visitors and residents, and interviews, the strengths and weaknesses of the site were identified, as well as the opportunities and threats it faces. The results reveal that, although Río Pindo has great natural potential for tourism, its development is limited by the lack of adequate promotion, insufficient infrastructure and poor training in digital technologies among local actors. The research concludes with the recommendation to implement a marketing plan that includes digital promotion strategies, improvements in tourism infrastructure and community training in the use of technological tools, in order to attract more visitors and ensure tourism development. sustainable that benefits the local community.