Diseño estratégico de un plan de marketing turístico para potenciar el desarrollo, en la parroquia Pifo, provincia Pichincha cantón Quito, año 2026

Abstract

Abstract: The objective of this research is to design a tourism marketing plan that contributes to the positioning and strengthening of tourism development in the parish of Pifo, located in the canton of Quito, province of Pichincha. The study was conducted using a mixed methodological approach with a descriptive scope, applying techniques such as surveys to visitors and interviews with local stakeholders, which made it possible to identify the main weaknesses, opportunities, and needs of the destination. The results reveal limited tourism promotion, low digital presence, and the absence of a consolidated tourism identity, despite the parish s significant natural, cultural, and strategic potential. In response to this situation, a tourism marketing plan focused on digital strategies, market segmentation, destination image strengthening, and local stakeholder involvement is proposed. The main contribution of this study lies in providing a feasible strategic tool to improve destination visibility, stimulate the local economy, and promote sustainable tourism development in the parish of Pifo.