REBRANDING AND TOURIST SOUVENIRS AS A POSITIONING STRATEGY IN ANDEAN COMMUNITY TOURISM: THE PAKARINA FAMILY LODGING CASE

Abstract

Kichwa community of Turuku, Cotacachi canton, Imbabura province, Ecuador—an area with high cultural and tourism potential but limited positioning strategies. The objective of the study was to design a rebranding proposal and develop tourism souvenirs aimed at strengthening visual identity, improving visibility, and enhancing market positioning. A mixed, descriptive–propositional approach was employed, using visitor surveys, interviews with community managers, local residents, and tourism stakeholders, as well as direct observation. The results revealed significant weaknesses in visual identity, lack of a defined brand, and limited promotional elements, despite high visitor satisfaction with the services provided. Additionally, a strong interest in culturally identified souvenirs, particularly gastronomic and artisanal products, was identified. Based on these findings, a comprehensive brand redesign under the name PAKARINA Hospedaje Familiar was proposed, including a basic brand manual and a line of souvenirs inspired by symbolic elements of the community, such as Mama Cotacachi. The study concludes that strengthening visual identity and incorporating culturally meaningful souvenirs are effective strategies to improve tourism positioning and generate positive impacts on the community economy, aligned with the principles of community-based and intercultural tourism.