Turismo-Pregrado

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

Browse

Now showing 1 - 20 of 479

Validación de una metodología cuantitativa de vocación turística dirigida a un territorio urbano: caso de estudio Cuenca-Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-08-20) Duque Mestanza, Bryam Alexis; Freire Chaglla, Segundo Amador
This research allows validating a quantitative methodology to evaluate the tourist vocation (VT), for which he used the city of Cuenca (Ecuador), an intermediate city of international recognition, as a scenario. Three key groups were used to test the methodology: foreign tourists, professionals in the sector and representatives of related public institutions. The methodology has a structured form that expanded the traditional matrix for rural spaces by incorporating a fourth conceptual area in urban environments of international importance: functional cultural landscape. To facilitate the representation of the results, a three-level radial graph was used: minimum tourist vocation less than 0.33, median tourist vocation between 0.34 and 0.66 and maximum tourist vocation between 0.67 and 1. By means of a weighted average, Cuenca's performance in the areas of assessment of the methodology was measured. The methodology includes conceptual areas of: territorial aptitude, components of the rural landscape, local capacity and functional cultural landscape. The application of the methodology gave a score of 0.73, equivalent to a maximum VT level, although close to the moderate threshold (0.66). This score reflects significant strengths in the cultural landscape, but also weaknesses that require intervention, especially in local capacity and infrastructure. The findings provide inputs for designing public policies and private strategies that promote the vocation of a territory and the competitiveness of a destination. The adaptability of the methodology allows its application in other territorial scenarios.
Propuesta de un plan de negocios para los cuatro emprendimientos turísticos de la comunidad de Chaullayacu del cantón Guachapala, Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) Mora González, Estefanía Elizabeth; Zhingri Ochoa, Christopher Mateo; Saquicela Aguilar, María Esthela
Community-based tourism represents a viable alternative for the development of communities that seek to assume the planning, management and control of their tourism resources. The community of Chaullayacu belonging to the Guachapala canton, province of Azuay, proposes tourism development initiatives based on the creation of four tourism enterprises with the purpose of generating economic income, improving the quality of life and strengthening its territorial identity. However, the absence of planning and the scarce presence in the tourism market put the viability and sustainability of tourism enterprises at risk. In response to this problem, the objective of this intervention project was to design a business plan for the management and dissemination of the four tourism enterprises of the community of Chaullayacu, structured in three phases. The diagnostic phase used participant observation, semi-structured interviews with key stakeholders, PESTEL analysis, and cross-SWOT analysis. The analysis phase integrated an empathy map and surveys of potential and actual visitors to learn about the target market. In the structuring phase, the plan was prepared using the Business Model Canvas model, a financial plan with probable and optimistic pessimistic projections, a marketing plan that included positioning in social networks, strategic alliances and website development. Finally, thanks to the progressive strategy for the implementation of tourism ventures in the community of Chaullayacu, an economic viability and a positioning that allows the community to be taken as a reference for the development of community tourism was determined.
Análisis de las dinámicas de conflicto en el Complejo Arqueológico Ingapirca derivadas de la actividad turística con base a los atributos de las partes interesadas
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) Aguaiza Quindi, Aguaiza Quindi; Farfán Pacheco, Lourdes Karina
The parish of Ingapirca, in the canton of Cañar, is considered a strategic area for tourism, in which heritage history faces structural challenges and historical conflicts that have not always been properly managed. Therefore, the research aims to analyze the dynamics of conflict in the Ingapirca Archaeological Complex derived from tourism activity based on the attributes of the interested parties. To achieve this, a qualitative methodology was proposed, with an exploratory-descriptive scope and cross-sectional, applying 12 interviews to different actors: community leaders, authorities, guides, entrepreneurs and one tourist. The results indicated critical aspects such as the urgency of meeting community requirements such as the priority of the road for milk transportation and other products that generate income in the area. It is also evident that the archaeological site is fought for as a trophy and there is an absence of connection between the state legal authority, which administers the complex and the ancestral rights of the 24 sovereign communities in the area. This has led to socioeconomic tensions that have impacted tourism and even registered violent acts in 2005, transforming the historical legacy into an element of commercial altercation. It is therefore concluded that it is necessary to evolve from vertical management to one of dialogue and participation in which the communities of Ingapirca enjoy an equitable distribution of the benefits of the archaeological complex and are recognized as legitimate managers of their environment.
Análisis del ordenamiento territorial y planificación turística en microterritorios. Caso de estudio: barrio San Sebastián, Cuenca- Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) Simbaña Cevallos, Iveth Estefanía; Farfán Pacheco, Lourdes Karina
The objective of this study was to analyze how territorial planning and tourism planning in micro-territories can influence the residential functioning and use of urban space, taking as a case study the San Sebastián neighborhood in the Historic Center of Cuenca. An observational design with a qualitative and cross-sectional approach was used, which was divided into three phases. The first phase included a theoretical construction on territorial planning, tourism planning, transformation of urban space, heritage, gentrification, touristification and micro-territories as a scale of analysis. In the second phase, the delimitation of the study area was carried out followed by a diagnosis where the data collection method was participant observation together with the review of the tourist component in the municipal data of Cuenca where the tangible cultural heritage, natural heritage and tourist offer were identified, in order to elaborate a map of the micro territory using the QGIS geographic information system on the tourist spaces and daily spaces of San Sebastián. Finally, semi-structured interviews were conducted with different key actors to learn about the various perceptions about tourism development and daily activities in the neighborhood. Concluding that the dynamics within San Sebastian still maintain its community identity where tourism coexists with daily activities. However, commercial pressure and the increase in the cost of living in recent years threaten the permanence of residents and traditional businesses, which is why strategies focused on generating tourism that respect the social processes of the micro-territory are required.
Procesos de integración sociocultural a través de mediación turística para estudiantes foráneas participantes del proyecto Warmi VivaMente de la Universidad de Cuenca
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) Gómez Guzmán, Paola Elizabeth; Iñiguez Sánchez, Maricruz Fernanda
This study analyzes the sociocultural integration processes linked to tourism mediation among foreign students participating in the Warmi VivaMente project at the University of Cuenca, a multidisciplinary project aimed at supporting them. The study was conducted in three stages: understanding the conceptual approaches that underpin the relationship between social tourism, tourism mediation, and sociocultural integration in university contexts of social participation; describing the experiential characteristics of the tourist routes developed during the project, along with the relevant sociocultural elements of the participants; and analyzing the role of tourism mediation in their sociocultural integration process. The study employed a qualitative, descriptive, and cross-sectional approach. Semi-structured interviews and a focus group were conducted with participating foreign university students, outreach staff, and the project's leadership team. The analysis was performed using thematic analysis assisted by Atlas.ti software. The study concludes that the tourism component becomes a functional tool for alleviating loneliness and fostering urban autonomy. Its essence does not lie in heritage or cultural education, but it is considered complementary. Sociocultural integration is processed experientially; the members benefit from the connection with others who share their situation, not necessarily from the place itself. Therefore, it becomes a space where socialization and mutual support are the priority. Finally, it is reflected that the liaison members should not be exempt from providing active and empathetic listening.
Análisis de los atributos para la producción cinematográfica como herramienta de promoción turística. Caso de estudio: Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) Tacuri Mora, Jorge Alexander; Eljuri Jaramillo, María Isabel
This study qualitatively analyzes the attributes that the city of Cuenca in Ecuador has for film production and its potential as a tool for tourism promotion. To this end, a process of theoretical review was developed in relation to concepts of the dynamics between cinema and tourism. To substantiate the attributes, international case studies were reviewed regarding the characteristics that certain places have to attract this type of production. Through interviews with key actors, a discourse analysis was carried out in which relevant attributes were identified, which evidenced management and financing problems to support the development of productions in the territory despite having a very strong component in relation to their narrative and visual potential. There is a contrast with the resources to generate creative products and artistic value compared to the logistical facilities that allow these projects to materialize. Finally, the dynamics and perceptions of the sectors involved are explored to suggest strategic ways to encourage the strengthening of these industries and collaboration between them. The study concludes that, in order to establish a favorable environment that promotes local projects, attracts foreign financing and positions Cuenca as an ideal setting for cinematographic narratives, it is necessary to articulate public policies, simplify administrative processes and generate synergies between the public, private and audiovisual sectors. In this way, it will be possible to enrich the artistic legacy of the territory and generate tangible benefits for all the actors involved.
Factores que influyen en la calidad de la experiencia turística en los buses panorámicos de Cuenca: un análisis comparativo entre contextos de alta demanda y periodos regulares
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) Cuenca Fajardo, Diana Maritza; Puente Rivera, Noelia Anahi; Farfán Pacheco, Lourdes Karina
This research analyzes the factors that influence the quality of the tourist experience in panoramic bus tours of the city of Cuenca, based on a comparison between contexts of high tourist demand (holidays) and regular periods. The research was developed under a mixed and exploratory-descriptive approach and cross-sectional scope between February and May 2026. The methodology was developed in three phases: the first phase included a literature review on experience economics, service quality, customer experience and visitor satisfaction. The second phase included participant and non-participant observation, as well as semi-structured interviews with key actors analyzed using inductive and deductive coding in ATLAS.ti 26. Finally, in the third phase, 300 surveys were applied to users of the service, distributed equally between regular periods and holidays, using a Likert scale. The results show that the tourist experience is conditioned by the interaction of organizational, operational, informative and experiential factors that influence the perception of service quality, presenting variations according to the context of demand. While in regular periods greater levels of comfort and operational fluidity are perceived, in seasons of high demand tensions associated with saturation, waiting times and service organization are identified. However, aspects such as the attention of the staff, the perception of safety and the cultural value of the route maintain favorable evaluations in both contexts. It was concluded that the quality of the tourist experience depends on a comprehensive management that efficiently articulates these factors.
Turismo de Naturaleza y Bienestar Mental en América Latina: Una Revisión Sistemática de la Literatura Científica Post-Pandemia (2021-2025)
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) Yunga Quito, Pamela Dayanna; Avecillas Torres, Ángeles Imelda
This research analyzes the relationship between nature tourism and mental well-being in Latin America during the post-pandemic period (2021-2025). The study arises from the need to identify effective therapeutic alternatives to mitigate the increase in psychological disorders, such as stress and anxiety, derived from the global health crisis. The main objective was to systematize recent scientific production to determine the impact of natural environments on the psychophysiological recovery and mental health of visitors in the region. Methodologically, a qualitative approach of a descriptive nature was used, using a systematic review based on the PRISMA statement and a bibliometric analysis through tools such as Bibliometrix in R Studio and Scopus. A total of 204 documents that met the defined inclusion criteria were analyzed. The results reveal an exponential growth of 19.38% per year in academic production on the subject, led by institutions in Mexico and Ecuador. The findings confirm that interaction with conserved ecosystems significantly reduces cortisol levels and improves cognitive restoration, validating theories such as Biophilia and Attention Restoration. It is concluded that nature tourism constitutes a strategic asset of preventive public health in Latin America. The effectiveness of these benefits depends directly on the biological integrity of the destinations, which requires territorial management that prioritizes conservation over overcrowding. Finally, the integration of mental well-being policies into tourism planning is recommended to strengthen regional social resilience.
Identificación del funcionamiento y proyección futura de las rutas turísticas inteligentes implementadas con la aplicación Fotomap en la ciudad de Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) Cobos Rodríguez, Skarlet Samanta; Sánchez Rodas, Lourdes Monserrat
Smart tourist routes are an innovative alternative to strengthen the interpretation of cultural heritage through the integration of digital technologies; however, there is little evidence on the actual functioning and development prospects of local initiatives implemented in intermediate heritage cities such as Cuenca, Ecuador. The objective of the research was to identify the operation and future projection of the smart tourist routes implemented through the Fotomap application in the city of Cuenca, Ecuador. The research adopted a qualitative approach with the support of complementary quantitative techniques, cross-sectional observational design and case study; semi-structured interviews were conducted with actors linked to the project and surveys were carried out with tourists who used the application; In addition, a documentary review was developed to support the analysis of the Smart Tourist Routes. The results showed that Fotomap integrates geolocation tools, QR codes and augmented reality to facilitate self-guided tours in heritage spaces of the city; likewise, strengths associated with technological innovation, institutional articulation and the growth potential of the project were identified; From the users' perspective, augmented reality and access to heritage content were valued as elements of interest during the tourist experience; however, limitations related to usability, access to information, operational sustainability, and the availability of resources for its maintenance and updating were also identified. It is concluded that Fotomap has the potential to strengthen the digital tourism experience, although it requires improvements in user experiences, financial sustainability and access to content.
Análisis de la vocación turística de la comunidad Tuncarta del cantón Saraguro (Ecuador)
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) Guamán Zaruma, Nayeli Kasandra; Zhizhpón Mora, Michelle Estefanía; Orellana Mora, Susana Ximena
This research analyzed the Tuncarta community's tourist vocation in the Saraguro canton (Ecuador) to assess its potential for local tourism development. The study had a qualitative approach, with an exploratory-descriptive and cross-sectional scope, developed in three phases. In the first phase, the bibliographic review was conducted to support the conceptual framework, focusing on tourism vocation, territorial aptitude, and tourism capacity. The second phase characterized the natural and cultural resources of the community through direct observation, the files proposed by MINTUR, and a social mapping workshop. The results showed that Tuncarta does not have attractions of higher hierarchy, since its resources were classified in hierarchies I and II, with the intangible cultural heritage, especially the elaboration of the wool hat, being its main strength. In the third phase, semi-structured interviews were applied to representatives of the cantonal and parish GAD, and analyzed with ATLAS.ti software, evidencing that tourism is in a state of pre-activation, conditioned by the weak community organization and the absence of a structured tourism offer. Formulas were applied, and an aptitude of 1.18 out of 2 and a capacity of 0.08 out of 2 were obtained, placing Tuncarta in quadrant III of the Cartesian plane, corresponding to a medium tourist vocation. This confirms that the community has resources of real tourist value but lacks the necessary operational conditions to transform them into a sustainable offering.
Revisión Sistemática de la Literatura (RSL) sobre los factores que determinan la demanda de turismo en destinos naturales frágiles declarados Patrimonio Mundial
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) Guerrero Sumba, Jennifer Gabriela; Rodriguez Chiqui, Nataly Lizbeth; Galarza Torres, Marcela Alexandra
The literature on the factors influencing tourism demand in protected natural areas is scattered across multiple disciplines and lacks an integrated perspective. The objective of this research was to identify and analyze the determinants of this demand in fragile destinations inscribed as UNESCO World Natural Heritage sites. A systematic literature review was conducted following the PRISMA protocol, applied to the Scopus and SciSpace databases, resulting in 14 articles published between 2021 and 2026. The findings indicate that perceptual factors were the most frequently reported, followed by motivational factors and those related to public policies. Economic factors, traditionally central, had a limited presence, which may be attributed to the search strategy employed. None of the analyzed studies identified sociodemographic variables as direct determinants, a gap that likely stems from design limitations in the reviewed studies rather than a genuine absence of effect. Scientific production is concentrated in China, with little representation from Latin America, which restricts the transferability of the results. The review also identified a lack of models that link climate change and demand, a predominance of cross-sectional designs, and a limited incorporation of the push-pull model. The main contribution of this review is to provide an organized overview of recent evidence and to highlight the methodological and geographical gaps that shape current knowledge about demand in these destinations.
La vocación turística como base para el desarrollo local: Caso de estudio en la comunidad de Yacudel, Nabón
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) González Rivas, Alison Janinna; Espinoza Figueroa, Freddy Edgar
This research evaluates the tourism potential of the Yacudel community in Nabón, based on social disposition, community organization, and local practices, as a foundation for analyzing the viability of tourism as a local development alternative. The study was conducted in three stages: first, community disposition and interest were identified through participatory processes; second, cultural, productive, and daily practices were determined; and third, the community's organizational capacity and internal agreements were analyzed. The methodology employed was an observational design with a qualitative, descriptive-exploratory, and cross-sectional approach. Data collection techniques included social mapping, with community members creating maps. This was complemented by six semi-structured interviews, selected using convenience criteria, which were conducted with key stakeholders such as authorities and community residents. Finally, participant observation was used for an ethnographic approach to the community context. The information obtained was processed using discourse analysis with the support of ATLAS.ti version 2.6 software. The results show that the community of Yacudel has a real tourism potential based on its natural and cultural resources and the community's willingness to develop it. However, its development is contingent upon the need to strengthen its internal organization, and its implementation requires a prior strategy that cannot be overlooked.
Percepción de los residentes de la parroquia Turi sobre la transformación de su territorio en un centro turístico
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-19) Medina Mejia, Guadalupe Estefania; Zari Pugo, Nathaly Estefania; Farfán Pacheco, Lourdes Karina
The objective of this study was to analyze the perceptions of the residents of the Turi parish, in Cuenca, Ecuador, regarding the transformation of their territory from its consolidation as a tourist center. The research was developed from a qualitative approach, with an exploratorydescriptive and cross-sectional scope. For the collection of information, semi-structured interviews were conducted with ten key actors. Subsequently, the testimonies were analyzed through discourse analysis with the support of the ATLAS.ti 26 software and based on the Theory of Social Exchange. The results show that tourism has contributed to the economic revitalization of Turi. However, problems such as the increase in the cost of living, loss of community practices and traditions, among others, were also identified. Overall, the study shows that residents' perceptions are ambivalent, as tourism represents a source of economic development, but also raises concerns related to sustainability, local identity, and unequal distribution of benefits.
Sabores sustentables: explorando el turismo gastronómico como una alternativa de desarrollo sostenible
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-05-21) Herrera Rivera, Nathaly Abigail; Larriva Salinas, Sara Estefania; Serrano López, Ana Lucía
This research examines the potential of sustainable gastronomic tourism in Cuenca, Ecuador. This is due to the absence of intersectoral strategies and sustainable practices, fragmentation of the value chain, insufficient infrastructure, limited promotion and scarcity of resources and training of local actors. The objective is to propose strategies that strengthen gastronomic tourism that protects cultural and natural heritage and local economic development. A systematic and qualitative review methodology is applied to 25 scientific articles published between 2020 and 2025. The results show that tourism preferences seek authenticity, consume locally and immerse themselves in experiences with sanitary and ethical standards. In such a way, it is concluded that sustainable gastronomic tourism is part of inclusive development in Cuenca through public policies, public-private partnerships, training and ecological supply models that guarantee cultural conservation and sustainable livelihoods.
Propuesta de implementación de un operador turístico enfocada en el segmento de turismo de salud en la ciudad de Cuenca-Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-03-26) Pérez Romero, Lisseth Carolina; Saquicela Aguilar, Maria Esthela
This paper addresses the problem of weak coordination between the health and tourism sectors in Cuenca, which limits the exploitation of the growing health tourism market at the national and international levels. The overall objective was to propose the implementation of a specialized tour operator by analyzing the supply and demand of private health services, diagnosing the entrepreneurial ecosystem of travel agencies, and designing a business proposal based on the CANVAS model. The methodology was mixed, combining document review, exploratory analysis of secondary sources, surveys administered to 101 tourists, and interviews with 19 travel agencies and 6 medical service providers, processed using SPSS and ATLAS.ti. The results revealed a diversified and competitive private health supply, with international interest in preventive medicine, dentistry, comprehensive wellness, and specialized surgeries; furthermore, Cuenca stands out for its professional quality, affordable costs, and safe cultural environment. The diagnosis of the business ecosystem revealed a lack of awareness of health tourism among agencies and an absence of integrated packages. It also showed strong interest in participating if training and collaboration with the medical sector are provided. Based on this information, a proposal for a tour operator was developed, incorporating strategic alliances, service protocols, and a CANVAS model. In conclusion, Cuenca has favorable conditions to position itself as a health tourism destination, provided that promotion, intersectoral collaboration, and professionalization of the service are strengthened.
Análisis de la percepción de los residentes del Centro Histórico de Cuenca, Ecuador sobre el desarrollo del turismo, Caso de estudio parroquia Gil Ramírez Dávalos
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-03-04) Guamán Sarmiento, Johanna Belén; Juela Pérez, Mónica Cristina; Molina Díaz, María Augusta
The objective of this study is to analyze the perceptions of residents about the development of tourism in the Gil Ramírez Dávalos parish located in the Historic Center of Cuenca. This area, due to its heritage value and strategic location, has experienced tourist growth that has transformed its economic, social and environmental dynamics. In the first instance, the theoretical and contextual background that supports the analyzed aspects is presented: economic-labor, sociocultural, environmental and governance and citizen participation. The methodology used in this study was quantitative, through the application of surveys to 365 people, including residents and people who work in the parish. For the analysis of the information, frequency tables and cross tables were prepared using the SPSS version 25 software. Based on the results, it is concluded that the perceptions of residents about tourism development in the Gil Ramírez Dávalos parish are varied, highlighting both benefits and challenges. Tourism is recognized as a generator of employment and promoter of local culture; however, concerns related to the increase in the cost of living and job instability are also identified. As for the environmental sphere, most agree that tourism has generated air and noise pollution, although some residents do not consider that there is significant damage to the environment or loss of green areas. Finally, there is little citizen participation and limited knowledge about the destination of the resources generated by this activity.
Modelo de gestión para fomentar el desarrollo turístico de las 21 parroquias rurales de la ciudad de Cuenca, Ecuador
(Universidad de Cuenca, 2023-05-05) Alvarrasin Alvarracin, Maritza Alexandra; Espinoza Pacheco, Karina Viviana; Astudillo Durán, Silvana Vanessa
This study seeks to develop a management model to promote tourism development in the rural parishes of the city of Cuenca, Ecuador, in order to guide each parish towards tourism, social and economic development, through proposed frameworks. To carry out this intervention project, an analysis of tourism management models in the empirical literature was carried out, which allowed us to know the perspective of different authors in order to select the most appropriate tourism management model for the research. The tourism management model selected was the SERNATUR integrated management model for tourism destinations proposed by González and Rivas in 2008. The objective of this model is to generate an integral tourism experience. The model is based on the fact that not every territory has the same tourism potential, the quality of the product - destination depends on the integrated management of services, and sustainability. The fundamental axes of the model are awareness and training, quality of services, dissemination and marketing, territorial planning and environment, and finally, productive development. Based on the analysis carried out, 21 tourism projects have been proposed in each parish depending on the needs of each one of them.
Percepciones de la Oferta Turístico Gastronómica de los Visitantes de la Ciudad de Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2025-12-12) Arévalo Arpi, Jéssica Isabel; Tacuri Chicaiza, Andrea Estefanía; Barzallo Neira, Cristina Andrea
This research analyzes the perception of visitors about the tourist-gastronomic offer of the city of Cuenca, Ecuador, with the aim of identifying its impact on the tourist experience and determining its relevance as a strategic element within the local tourism development. Through a quantitative methodology based on surveys applied to 435 visitors, results were obtained that show a mostly positive assessment of the local gastronomy: 77.7% considered gastronomy as a “very important” aspect in their visit, and 89.4% stated that they would recommend the culinary experience of the city. Factors such as food quality (72.2%) and customer service (66.0%) were the most influential in the overall perception. However, areas of improvement were detected in aspects such as the atmosphere, the variety of dishes and the service in certain establishments, especially among tourists who expressed a neutral stance. The analysis of the data suggests a moderate correlation between perceived quality and satisfaction, which reinforces the need to implement comprehensive strategies that strengthen the local culinary identity, standardize the quality of service and better articulate the gastronomic offer with the tourist environment. It is concluded that Cuenca has great potential to consolidate itself as a gastronomic destination of reference, provided that the identified challenges are addressed and the culinary experience is used as a differentiating axis in tourism promotion.
Propuesta de Plan de Marketing para la Introducción al producto Duy Camping
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2025-11-18) Duy Campos, Jefrey Damián; Serrano López, Ana Lucía
his project focuses on developing a marketing plan to introduce Duy Camping to the local and national tourism market. The first chapter covers key aspects of Duy Camping, including its social media presence, mission, vision, logo, slogan, SWOT analysis, and its offerings to the tourism sector. The second chapter details the research conducted to develop a visitor profile for Duy Camping through surveys. The third chapter presents a comprehensive marketing plan to launch Duy Camping into the local and national tourism sector, outlining strategies to establish its recognition as a leading country accommodation and campsite.
Posibilidades turísticas, una mirada desde distintas percepciones: Caso Cementerio Patrimonial de Cuenca-Ecuador
(Universidad de Cuenca, 2025-09-29) Zambrano Moreno, Daniela Tamara; Farfán Pacheco, Lourdes Karina
This paper explores the perceptions of different actors about the possibility of implementing tourism in the Cuenca Heritage Cemetery (CPC). The research is justified by the emergence of tourist currents that recognize cemeteries as spaces that allow the approach to funerary heritage and historical memory, through their symbolic, material and cultural elements. In view of this, the question arises as to whether this possibility is viable in the case of the CPC, considering that each space must be managed according to its own context. A qualitative methodological approach was used, with an exploratory-descriptive and cross-sectional scope. To explore the tourism possibilities of the CPC, a bibliographic review, mapping of actors, semi-structured interviews with key actors and a survey applied to the participants of a pilot tour were used to validate the proposal. The qualitative analysis was carried out using the Atlas.ti program (version 25), using Sankey graphs, networks and word clouds. The conclusions support the hypothesis that tourism practice in this property can generate benefits – cultural, social, educational and even economic – as long as its management is respectful of the environment. There is evidence of widespread acceptance of its development, as it is considered a tool for heritage revaluation, historical remembrance, reflection on death, tourism diversification and local strengthening. However, this opening is subject to conditions such as respect for its symbolic nature, adequate protocols, an informative approach and a local benefit that preserves its tangible and intangible elements.

Browse

Recent Submissions