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Universidad Tecnológica Equinoccial Escuela De UNIVERSIDAD TECNOLÓGICA EQUINOCCIAL ESCUELA DE TURISMO, HOTELERÍA Y GASTRONOMÍA FACULTAD DE TURISMO Y PRESERVACIÓN AMBIENTAL TESIS DE GRADO PREVIO A LA OBTENCIÓN DEL TÍTULO DE INGENIERO EN GESTIÓN TURÍSTICA Y AMBIENTE AUTOR: SANTIAGO JOSÉ VACA ÁLVAREZ DIRECTOR: Msc. MAURICIO BALAREZO QUITO – ECUADOR JUNIO 2015. Dedicatoria. Dedico mi trabajo primeramente a Dios quien es, ha sido y siempre será mi guía, mi fuerza y mi soporte, a lo largo de todo mi camino. Agradecimiento. Agradezco a mi familia, a mi novia, amigos y a todas aquellas personas que estuvieron conmigo brindándome su apoyo, fuerza y cariño para poder culminar mis estudios. PLAN DE CONTENIDOS. I. RESUMEN EJECUTIVO....................................................................................................... 2 II. TEMA: .................................................................................................................................. 3 PLAN DE MARKETING TURÍSTICO PARA EL CANTÓN CAYAMBE. ........................... 3 DEFINICIÓN DEL PROBLEMA. ............................................................................................ 3 III. IMPORTANCIA Y JUSTIFICACIÓN. .............................................................................. 3 IV. INTRODUCCIÓN. .............................................................................................................. 4 V. OBJETIVOS. ........................................................................................................................ 6 Objetivo general: .................................................................................................................... 6 Objetivos específicos: ............................................................................................................ 6 CAPÍTULO I. ............................................................................................................................ 7 MARCO REFERENCIAL. ........................................................................................................ 7 1. CONCEPTO DE TURISMO. ................................................................................................ 7 1.1 IMPORTANCIA DEL TURISMO EN EL ECUADOR. ................................................ 7 1.2 MERCADO TURÍSTICO. ............................................................................................... 9 1.3 LA OFERTA Y LA DEMANDA. ................................................................................. 10 1.3.1 LA OFERTA TURÍSTICA NACIONAL. .............................................................. 10 1.3.2 DEMANDA TURÍSTICA NACIONAL. ............................................................... 11 1.4. EL CANTÓN CAYAMBE. .......................................................................................... 12 1.4.1 ANTECEDENTES DEL CANTÓN CAYAMBE. ................................................. 12 1.5 ANTECEDENTES GEOGRÁFICOS. .......................................................................... 13 1.5.1 UBICACIÓN GEOGRÁFICA: .............................................................................. 13 1.5.2 DELIMITACIÓN DE LA ZONA DE ESTUDIO. ................................................. 13 1.6 VIDA POLÍTICA DEL CANTÓN. ............................................................................... 14 1.6.1 CANTONIZACIONES. .......................................................................................... 15 1.7 DESCRIPCIÓN DE LAS PARROQUIAS DEL CANTÓN CAYAMBE. ................... 16 1.8 ETIMOLOGÍA. ............................................................................................................. 20 1.8.1 EL NOMBRE DE CAYAMBE Y SU SIGNIFICADO. ......................................... 20 1.9. HISTORIA. ................................................................................................................... 20 1.10 GEOGRAFÍA FÍSICA. ................................................................................................ 22 1.11 OROGRAFÍA. ............................................................................................................. 23 1.11.1 EL NEVADO CAYAMBE. .................................................................................. 23 1.12 HIDROLOGÍA. ........................................................................................................... 25 1.13 CLIMA. ........................................................................................................................ 25 1.14 FLORA. ....................................................................................................................... 25 1.15 FAUNA. ....................................................................................................................... 26 1.15.1 ÁREAS NATURALES RESERVADAS. ............................................................ 27 ii 1.15.2 ÁREAS RECREACIONALES Y TURÍSTICAS. ................................................ 27 1.16 ECONOMÍA Y PRODUCCIÓN. ................................................................................ 28 1.17 INDUSTRIAS. ............................................................................................................. 29 1.17.1 MINERÍA. ............................................................................................................ 30 1.17.2 ENERGÍA. ............................................................................................................ 30 1.18 VIALIDAD. ................................................................................................................. 30 CAPÍTULO II .......................................................................................................................... 32 2. SISTEMAS TURÍSTICOS EN EL CANTÓN CAYAMBE. .............................................. 32 2.1 DEFINICIÓN:................................................................................................................ 32 2.2 ATRACTIVOS TURÍSTICOS EN EL CANTÓN CAYAMBE: .................................. 34 2.2.1 PARROQUIA DE ASCÁZUBI. ............................................................................. 35 2.2.2 PARROQUIA DE AYORA. ................................................................................... 36 2.2.3 PARROQUIA DE CANGAHUA. .......................................................................... 37 2.2.4 PARROQUIA DE CAYAMBE. ............................................................................. 37 2.2.5 PARROQUIA DE SANTA ROSA DE CUZUBAMBA. ....................................... 39 2.2.6 PARROQUIA DE JUAN MONTALVO. ............................................................... 40 2.2.7 PARROQUIA DE OLMEDO. ................................................................................ 41 2.2.8 PARROQUIA DE OTÓN. ...................................................................................... 42 2.3 PLANTA TURÍSTICA. ................................................................................................. 47 2.4 INFRAESTRUCTURA: ................................................................................................ 50 2.5 VÍAS DE COMUNICACIÓN Y TRANSPORTE:........................................................ 53 2.6 POLÍTICAS DE DESARROLLO: ................................................................................ 54 CAPÍTULO III ......................................................................................................................... 56 3. PRODUCTOS TURÍSTICOS POTENCIALES EN EL CANTÓN CAYAMBE. .............. 56 3.1 DESCRIPCIÓN DE LOS PRODUCTOS TURÍSTICOS DEL CANTÓN. .................. 56 3.1.1 Turismo Comunitario: ............................................................................................. 56 3.1.2 Turismo Cultural: .................................................................................................... 67 3.1.3 Manifestaciones Culturales: .................................................................................... 69 3.1.4 Gastronomía y Agroturismo: .................................................................................. 73 3.1.5 Turismo de Aventura: ............................................................................................. 78 CAPÍTULO IV......................................................................................................................... 85 4. ESTUDIO DE MERCADO. ................................................................................................ 85 4.1 OBJETIVOS: ................................................................................................................. 86 4.2 METODOLOGÍA. ......................................................................................................... 87 4.3 DETERMINACIÓN DE LA MUESTRA: .................................................................... 87 4.4 INSTRUMENTOS DE APLICACIÓN, ENCUESTA. ................................................ 89 4.5 ANÁLISIS DE ENCUESTAS, RESULTADOS: .......................................................... 95 iii 4.6 CONCLUSIONES DEL ESTUDIO DE MERCADO. ................................................ 110 4.7 ANÁLISIS DE LA OFERTA Y LA DEMANDA EN EL CANTÓN CAYAMBE. ... 114 4.8 ANÁLISIS FODA. ...................................................................................................... 118 4.8.1 CONCLUSIONES ANÁLISIS FODA. ................................................................ 120 4.9 ESTRATEGIAS PROPUESTAS PARA EL MEJORAMIENTO TURÍSTICO DEL CANTÓN CAYAMBE: ....................................................................................................
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