Turismo-Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/65

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Análisis de la aplicación del marketing en establecimientos de alojamiento de lujo y primera en la Ciudad de Cuenca (2007-2009)
(2012) Rodríguez Valdivieso, Jessica; Iñiguez Márquez, Gustavo Eduardo
Análisis de la oferta y demanda de Cuenca como destino de turismo académico para estudiantes de nivel superior
(2018) López Yupa, Jonathan Paúl; Iñiguez Márquez, Gustavo Eduardo
In the present analysis of the offer and demand of Cuenca as a destination for academic tourism for upper level students, it was proposed to study the institutions and academic centers that contribute to the development of academic tourism in the city. It is in order to know its methodology, its offer, its insertion in the market, among others. In the same way the profile of the tourist of academic tourism is determined, its level of tourist expense, tastes, the characteristics of the trip and so on. The qualitative and quantitative methodology was used to carry out the present research, using information from primary and secondary sources for which the application of interviews to the leaders of the academic centers studied was implemented, as well as a market study by means of the application of surveys to the students of the different institutions and academic centers. Being the purpose of determining the profile of the academic tourist that visit the city, searching in this way to identify its origin, age, time of permanence, type of accommodation that it uses during the staying, tourist activities, among others.
Análisis de la situación ocupacional de la primera y segunda promoción de la carrera de turismo de la Universidad de Cuenca
(2012) Andrade Jaramillo, Gissela Andrea; Pérez Barrera, María Augusta; Iñiguez Márquez, Gustavo Eduardo
Análisis del comportamiento de consumo de vivienda del turista residencial norteamericano en la ciudad de Cuenca 2012
(2014) Jiménez Pesántez, César Andrés; Tinoco Cajiao, Iván Israel; Iñiguez Márquez, Gustavo Eduardo
The following study consists of qualitative and quantitative research on the consumption of residential housing of American tourists who live in the city of Cuenca, defined as having study year 2012. The research consists of a process of research information, and a search of secondary information and analysis of it was made. The procedure to perform market segmentation, and then using techniques to obtain qualitative and quantitative data that enable the development of profiles of each segment studied research. Finally, conclusions and recommendations obtained through information were obtained.
Diseño de una ciclo ruta como alternativa de desarrollo turístico del Biocorredor Yanuncay de la Parroquia de San Joaquín
(Universidad de Cuenca, 2020-08-04) Saguay Pillco, Luisa Beatriz; Iñiguez Márquez, Gustavo Eduardo
This intervention Project entitled “design of a cycle route as an alternative of tourist development for the Yanuncay Biocorridor of San Joaquin parish” arises due to the privileged environment that this area has and the prevailing need to provide an alternative means of transport for people who enjoy outdoor activities and contact with nature. In addition to generating additional benefits such as reducing carbon dioxide emissions and promoting the well-being and health of its users. To this end, in this area made up of five communities, an information survey was applied to determine the status and create an inventory of tourist attractions and gastronomic institutions. Quantitative and qualitative research methodologies, such as surveys and focus groups, were used to understand the needs and motivations of cyclists for the purpose of an adequate implementation of the cycle route. As a result, the cycle route is designed with the proposal to implement two parallel roads, which were lifted through a process of georeferencing in the territory and the validation of the route with a group of cyclists, ending the proposal with the image and Brand communication.
Estrategia de promoción turística en Cuenca a través de dispositivos móviles utilizando los códigos de respuesta rápida, QR, dirigida a turistas nacionales
(2012) Paredes Vivar, Jéssica Fernanda; Quito Chabla, Fabián Rodrigo; Iñiguez Márquez, Gustavo Eduardo
Fundación Cultural Humanizarte
(2011) Orellana Alvear, María Augusta; Iñiguez Márquez, Gustavo Eduardo; Proaño Rivera, Bladimir
Generación de estrategias de promoción turística para la galería Diseño y Tallado del cantón Cuenca
(2012) Alvarado Maldonado, Manuel Alejandro; Prieto Piedra, Miguel Esteban; Iñiguez Márquez, Gustavo Eduardo
Investigación y análisis de la percepción de la imagen del Ecuador como destino turístico en los adultos jóvenes de Suiza
(2013) Arévalo Rosales, Karla Alexandra; Iñiguez Márquez, Gustavo Eduardo
Levantamiento de perfiles, cuantificación y valoración del "Segmento de mercado de los observadores de aves en el Parque Nacional El Cajas
(2013) Baculima Peña, Marcela Alexandra; Iñiguez Márquez, Gustavo Eduardo
This thesis research, lifting of profiles, Quantification and valuation of birdwatchers market segment in Cajas National Park, 2012 - 2013. Seeks to determine the existing tourist profiles in relationship with birdwatching activity Furthermore will determine the number of this market segment and will expose its value. To achieve this aim, at the beginning will be found general information about Avitourism, which gives definitions of key terms such as Birdwatchers, their types, characteristics, origins, preferences and requirements thereof. Also will be explaining the main offer that has our country and their fundamental actors. For example the current image that has Ecuador as a bird watch destination, tour operators involved in this activity, bird watching guides, their characteristics and also the avitours. As a second pillar of this research, will be done the ecotourism market data collection in the Cajas National Park. It means qualitative and quantitative information using interviews with expert people on the topic and birdwatchers of Cajas National Park, without ignoring trends of ornithological importance destinations that could help to the research, as the South American destinations, which by their geographic and demographic conditions are helpful for this exploration. Along with this, will analyze the quantitative data collected through aimed surveys for tourists at the entering to the Cajas National Park, with questions keys that allow define , differentiate and discard the information, if is necessary to obtain the birdwatchers profiles and characteristics. Finally, the information gathered is represented as forming a birdwatcher profile in average of the Cajas National Park, with the segments and sub-segments possibly existing , its quantity according to 2012 and 2013, and its value in the touristic market of this protected area.
Perfil del turista mochilero en el cantón Cuenca, provincia del Azuay 2018-2019
(2019-09-23) Guamán Romero, Jessica Paola; Piña León, Mayra Alexandra; Iñiguez Márquez, Gustavo Eduardo
Tourism is considered an industry of great economic importance in Ecuador, surpassed only by te oil, banana and shrimp industries. In addition, given that in canton Cuenca lacks of the above mentioned industires, tourism takes on even grater relevance. For this reason, studies have been carried out in this field, where several types of tourists have been found, among them backpacker tourists, object of this study. According to the research Modeling of Tourist Profiles with Decisión Trees in a World Heritage City: The Case of Cuenca (Ecuador) two types of tourist profiles are described: the backpacker type and the culture type; hence the importance of determining the characteristics, needs and some specific effects generated by backpacker tourists in canton Cuenca, this information will permit to offer a quality service, according to the expectations of backpacker tourists. This work compiles quantitative information, through field research (377 surveys), to establish the profile of backpacker tourists who visit canton Cuenca, province of Azuay 2018-2019, also using in-depth interviews with backpacker tourists and managers of hoteld frequented by this segment, it analyzes the demand generated by this specific type of tourist, compared with the supply of products they currently have. Finally, information is collected on the perceptions of the inhabitants of the frequented areas, by means of in-depth interviews with the purpose of defining the effects caused in the society of Cuenca.
Plan de marketing turístico del cantón Cuenca 2016 - 2017
(2016) Gutiérrez Fajardo, Santiago Felipe; Ledesma Rea, Jessica Fabiola; Iñiguez Márquez, Gustavo Eduardo
This research thesis is a link between tourism and marketing strategies. It seeks to create a tourism plan for the city of Cuenca. The plan will function as a tool to support the improvement and spreading of the city as a tourist attraction both national and internationally. After analyzing many terms for the thesis, we use a field research will be done in order to get a clear understanding of the touristic movement of Cuenca, its advantages, and disadvantages. Currently, Cuenca does not have a strategic plan in marketing to tourists both in the national and international market. This has brought deficits in promoting tourism and changes in the city brand; this one has also brought a loss in the value of the city. These mistakes are the main core in this research thesis. The marketing plan’s objective is to serve as a tool to promote Cuenca as a tourist attraction.
Propuesta de implementación de un Centro de Interpretación Turístico Ambiental que fomente y promueva la conservación de la biodiversidad y los ecosistemas locales del Bosque Protector de El Collay, cantón El Pan, Ecuador
(Universidad de Cuenca, 2024-09-16) Buestán Guamán, Evelyn Mirella; Malo Jimbo, Pablo Fernando; Iñiguez Márquez, Gustavo Eduardo
This project proposes the implementation of an Environmental Tourism Interpretation Center (CITA) in the El Collay Protected Forest (BPEC), located in the canton of El Pan, Ecuador. The main objective is to promote the conservation of biodiversity and local ecosystems. To achieve this, methods such as semi-structured interviews and situational diagnoses were used to design a proposal for the CITA. The proposal includes augmented reality technology to enrich the visitor experience. The project covers various areas, such as a flora room that highlights the plant diversity of the forest, home to endangered species such as the joyapa (Macleania rupestris), a fauna room focused on local species, such as the spectacled bear (Tremarctos ornatus), a space for environmental education that promotes sustainable practices, an information area to guide tourists and a cafeteria room that also functions as a handicraft and souvenir shop, supporting local artisans. The CITA not only seeks to minimize the environmental impact on the BPEC, but also to enrich sustainable tourism in the region, providing economic, educational and ecological benefits for both the local community and visitors. The implementation of this project aspires to become a model of conservation and responsible tourism.
Propuesta de producto turístico biocultural en el Bosque Protector del Collay, parroquia Luis Cordero Vega - Gualaceo
(Universidad de Cuenca, 2024-09-11) Murillo Sinchi, Erika Fernanda; Pachar Uyaguari, Erika Vanessa; Iñiguez Márquez, Gustavo Eduardo
This study proposes a biocultural tourism product for the Uchucay commune, located in the Collay Protective Forest, within the Luis Cordero Vega Gualaceo parish, due to its tourism potential based on natural attractions and unique cultural expressions. However, Uchucay faces significant problems of environmental degradation and cultural loss due to unsustainable practices, which not only affects the conservation of the forest, but also causes a worrying process of acculturation among its residents. In this context, the implementation of a biocultural tourism product seeks to raise awareness in the commune about tourism as a sustainable and responsible source of income. For the development of this study, a diagnosis of the natural and cultural tourism resources of the area was initially carried out. Subsequently, an endogenous tourism product was designed that emphasizes the intrinsic relationship between nature and local culture, also carrying out a market study to determine the viability and acceptance of the consumer. Finally, the social, environmental, economic and financial aspects of the project focused on this innovative biocultural product were evaluated. The result of this research process is a biocultural tourism product called "Local flavors and traditions," which harmoniously combines outdoor activities with community interaction. The study also identified the target market and established the corresponding price according to the local reality. According to the analyses carried out, the project is viable and has a low negative environmental impact index.
Propuesta de promoción turística para el zoológico Amaru de Cuenca
(2017) Encalada Sarmiento, Diana Maritza; Jiménez Bueno, María Elizabeth; Iñiguez Márquez, Gustavo Eduardo
The present project of intervention is proposed with the purpose of elaborating a proposal of tourist promotion for the Amaru zoo of Cuenca; because it is the only theme park in the city, committed to the care and protection of wildlife. This will be achieved by analyzing the current situation of the establishment and its environment, applying the tools of field visits, conducting surveys, analysis strengths, weakness, opportunities and treats. At present, the Amaru zoo does not have defined marketing strategies, for this reason it is necessary identify the target market to later propose the most appropriate advertising strategies based on its target, in order to increase the number of visits. The project also contemplates identifying the budget that the Amaru zoo must allocate annually to start the same.
Propuesta de promoción y difusión de los atractivos turísticos de la parroquia Baños para el periodo 2016 – 2017
(2017) Salinas Gutiérrez, Tania Priscila; Tacuri Molina, María José; Iñiguez Márquez, Gustavo Eduardo
The present work of intervention consists in the creation of a proposal of promotion and diffusion of the tourist attractions of the parish Baños, considering that the parish possesses resources of great importance such as: hot springs, church, gastronomy, square among other places that must Be encouraged to attract visitors for the local development of the parish. For this purpose, this research has a mixed qualitative and quantitative approach. For this will be developed a market study and analysis of each of the attractions of the parish Baños to know the current state in which they are and thus promote the attractions that have tourist facilities and thus meet the needs of visitors, Through the creation of this proposal based on a media plan and in this way make the appropriate promotion to capture and generate more tourist flow. Finally, the proposal of promotion and diffusion in the parish Baños will serve to publicize the attractions that it possesses, cultural manifestations, gastronomy among others. It is expected that this work will contribute to the tourist development of the area of intervention and in turn may be considered for its possible execution through the parish GAD of Baños.
Propuesta para la creación de un complejo turístico comunitario, sostenible y autosustentanble en la parroquia de San Rafael de Sharug -cantón Pucará
(2016) Albarracín León, Jenny Andrea; Bautista Carrión, Carmen Cristina; Iñiguez Márquez, Gustavo Eduardo
The following monograph proposes a business plan focused on a sustainable Community Resort to generate the development of tourism within the communities of the parish of San Rafael de Sharug. This issue arose due to the work done as interns in the area of Volunteers of Azuay in the Azuay Provincial Government and the Autonomous Decentralized Government of the parish San Rafael de Sharug - Pucarácounty. Thus, this project aims to benefit the people by strengthening their daily activities, customs and traditions as well as becoming a dynamic complement to the economy improving their quality of life. The approach used for this project were technical visits using direct observation as a key tool for the gathering of primary information and secondary data collection as well as interviews and surveys to both residents and national and international tourists. So that the elaboration of a sustainable community resort can have a good reception in its execution, a preliminary study determining and indicating certain foregoing aspects like a situational assessment of the parish is necessary. Such study needs to be composed of an analysis of the opportunities and threats of the competitive environment using the different market forces created by Michell Porter, a marketing plan for the respective project dissemination and the development of the financial part to conclude its practicality determining the viability and cost-effectiveness through market research applied on an analysis of demand and supply.
Proyecto de agroturismo en la parroquia Baños del cantón Cuenca
(2015) Alvarracín Sigua, Angel Rodrigo; Iñiguez Márquez, Gustavo Eduardo
In Baños parish of the Cuenca canton there are a wide variety of plants which have been grown for several decades ago and they are an important part of the parish’s culture. However, these plants have disappeared or decreased its cultivation in the best of cases. This research aims to share information of plants, through the design an agrotourism project in the Baños parish in order to contribute to the conservation of ancestral crops of the parish. The design of this project is based on the business plan model in order to guide its implementation. In addition, it carried out a survey in order to determinate the feasibility level and to know the visitors’ wishes and preferences about the agrotourism which will be used as a reference in the project approach.
Valoración de la vocación turística del bosque protector del Collay con influencia en las cabeceras parroquiales El Pan, Sevilla de Oro y Delegsol, centrado en elementos bioculturales, infraestructura y participación comunitaria
(Universidad de Cuenca, 2024-09-11) Avila Lazo, Cesar Augusto; Iñiguez Márquez, Gustavo Eduardo
Touristic vocation refers to the ability of a territory to attract visitors and sustain tourism activities. Therefore, it is necessary to conduct a precise analysis of resources and the perception of the population. This study addresses the analysis of touristic vocation in the El Collay protected forest, focusing on the parish capitals of El Pan, Sevilla de Oro, and Delegsol, based on biocultural elements, infrastructure, and local participation. For this purpose, a qualitative approach was applied, allowing the evaluation of territorial capacity and aptitude variables. Additionally, semi-structured interviews, field visits, and document reviews were included. The main results highlight that the areas visited within the analyzed territory show a positive disposition towards tourism activities; however, there are aspects that require improvement actions.

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