Turismo-Pregrado
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Item 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 VanessaThis 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.Item 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 Lucíahis 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.Item 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 KarinaThis 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.Item Propuesta de Plan de Desarrollo Turístico con enfoque participativo en la parroquia Sayausí, Cuenca-Ecuador 2024-2028(Universidad de Cuenca, 2025-09-15) Figueroa Pacheco, Evelin Pamela; Zhishpun Picón, Nathaly Silvana; López Molina, DianaThe intervention project is part of the realization of a Proposal for a Tourism Development Plan with a participatory approach in the parish of Sayausí, in the city of Cuenca. The survey of the baseline of the current state of the tourism system was developed, the cadastre of tourist attractions of the parish, in turn the weighting and hierarchization of the tourist attractions was carried out, a portfolio of programs and projects was carried out, and the respective socialization in which the proposed projects were valued and validated through participatory assemblies. The programs and projects were focused on the results obtained from the SWOT analysis and problem tree in which the most important needs of the local population of Sayausí were evidenced. The Decentralized Autonomous Government of the parish collaborated with the updated PDOT document. As a final result, three programs were obtained with their respective projects that received a positive assessment and validation from the population, being a tool that allows the Decentralized Autonomous Government of Sayausí to contribute to a sustainable tourism development that involves the local population and that promotes the care of the natural and cultural resources that the parish has.Item Análisis de la configuración espacial y dinámicas turísticas de los alojamientos de Airbnb en el Centro Histórico de Cuenca(Universidad de Cuenca, 2025-09-15) Campoverde Veloz, Emily Nathaly; Farfán Pacheco, Lourdes KarinaThe objective of this research was to analyze the spatial configuration and tourist dynamics of Airbnb accommodations located in the historic center of Cuenca, through a mixed approach and observational design with exploratory descriptive scope and cross-sectional. In the quantitative phase, we worked with a refined base of 3,136 accommodations, of which 1,984 are active, analyzing variables such as location, prices, services and type of accommodation, while, in the qualitative phase, semi-structured interviews were conducted with hosts, hoteliers, travel agents, residents and representatives of the public sector, which allowed us to understand the perceptions and tensions associated with this type of accommodation. Finally, the research shows that the main motivations are economic opportunity even when it is not their main source of income, strategic location and operational flexibility. Likewise, a market segmentation is identified, in which the most professionalized hosts concentrate the majority of income and reservations. In addition, there is a high concentration of accommodation in the heritage area, with a predominance of complete buildings, with reduced capacity and urban orientation.Item Análisis de la percepción de las partes interesadas del turismo sobre las señales de advertencia contra la delincuencia en el Centro Histórico de Cuenca, Ecuador(Universidad de Cuenca, 2025-09-15) Narváez Rodríguez, Joseline del Cisne; Padilla Orellana, Fabricio Israel; Espinoza Figueroa, Freddy EdgarThis study examines the perceptions of tourism stakeholders regarding crime warning signs, in the Historic Center of Cuenca, to understand their impact on tourist areas. A theoretical review of academic literature on security in tourism spaces was first conducted. The research followed a qualitative, observational, and cross-sectional approach using three tools: participant observation, photovoice, and semi-structured interviews. Findings indicate that warning signs serve dual purposes: they function as preventive tools in security management and also influence the perceived safety of both visitors and residents. Furthermore, their strategic placement throughout the Historic Center enhances their effectiveness; however, variations in design and messaging led to differing interpretations.Item Propuesta de un modelo de chatbot basado en inteligencia artificial (IA) para la gestión de procesos operativos de agencias de viaje duales de la ciudad de Cuenca, Ecuador(Universidad de Cuenca, 2025-09-12) Bravo Izquierdo, Paul Camilo; Sánchez Rodas, Lourdes MonserratThis intervention work proposes a chatbot model based on artificial intelligence. To achieve the objective of the same, work was carried out with two dual travel agencies in the city of Cuenca, three methodological phases were developed: first, a literature review was carried out in order to understand the current situation and the use of AI that travel agencies have in their operational processes, where gaps and opportunities were identified to develop a baseline of the project, in the second instance 10 semi-structured interviews were carried out to have a better knowledge about the operational processes and the needs of the travel agencies, from this diagnosis a functional chatbot model adapted to their operational processes was developed jointly with the two travel agencies. As a final phase, a process of socialization and validation of the proposal was carried out with the participation of the two travel agencies, which allowed adjustments to be made to the initial proposal to align it with their expectations, capacities and limitations; finally, through a Likert scale survey, the proposal was validated in key aspects such as intention to use and general satisfaction with the chatbot. The study concludes that, with adequate training and technical support, the implementation of the chatbot is an effective way to further technological boost in dual travel agencies.Item El fenómeno de turistificación en la ciudad de Cuenca, Ecuador: un estudio aplicado a la calle Santa Ana y sus alrededores(Universidad de Cuenca, 2025-09-12) Arguello Moscoso, Aida Elizabeth; Guanolique Álvarez, Inés Camila; Farfán Pacheco, Lourdes KarinaThe objective of this study was to analyze the phenomenon of touristification in the city of Cuenca, Ecuador, specifically in Santa Ana Street and its surroundings; through an observational design with a qualitative approach of exploratory-descriptive scope and crosssectional. The research was divided into three stages, first, the bibliographic review of indexed data and physical literature corresponding to the touristification process related to the stakeholder theory was carried out. Afterwards, a process of participant observation was developed and semi-structured interviews were conducted with the actors related to the tourist and social activity, selected for convenience. And, finally, the changes made in the urban structure around the tourist offer were recognized, between periods of five years after the declaration of the Historic Center to the present, through cartography. The results of the research show that there is touristification in a stage of incipient saturation-conflict, evidenced by the changes in the heritage space, the increase in the tourist offer, the increase in prices caused by the saturation of tourists and the loss of authenticity and cultural identity; however, it can still be manageable with the proper regulations and controls focused on balancing the needs of the community and tourism activity.Item Procesos de transformación del Centro Histórico de Cuenca como repercusión del crecimiento turístico pospandemia en tres espacios públicos. Plazoleta Cruz del Vado, Parque San Sebastián y Parque Calderón(Universidad de Cuenca, 2025-09-12) Orellana Durán, Genesis Fernanda; Farfán Pacheco, Lourdes KarinaThis research aims to explore the transformation processes of the Historic Center of Cuenca as a result of tourism growth, focusing the study on three public spaces: Plazoleta Cruz del Vado, San Sebastián Park and Calderón Park. Methodologically, a qualitative approach was adopted with an exploratory- descriptive scope and cross-sectional. To this end, semi-structured interviews were conducted with local actors and citizens, whose perceptions allowed the identification of significant dynamics of transformation. The analysis of the information was carried out using the Atlas.ti 25 software, in which the Sankey diagram tool was applied to visualize the connections between the categories. Concluding that the analysis developed throughout this research demonstrates that the transformations of the Historic Center of Cuenca observed in heritage spaces are not spontaneous or neutral processes. On the contrary, they are the result of a tourist expansion oriented mainly towards economic purposes and scarcely accompanied by comprehensive and sustainable urban planning.Item Dinámicas de acceso al mercado turístico en iniciativas de turismo comunitario. Caso de estudio: Comunidad de Caguanapamba, Cañar, Ecuador(Universidad de Cuenca, 2025-09-12) Quintuña Zaruma, Yatziry Pakarina; Rivas Saca, Anthony Alejandro; Espinoza Figueroa, Freddy EdgarThis research explored the dynamics of access to the tourism market by the community of Caguanapamba, Cañar, Ecuador, which is committed to community-based tourism. The methodology used had a qualitative observational approach with an exploratory-descriptive scope of cross-sectional section based on four mini-focus groups aimed at community members and six semi-structured interviews with external actors related to the community at the public and private levels. The Atlas Ti 25 system was used as an analysis tool. The results show that the dynamics are complex and structurally unequal, marked by hierarchies of power. Indeed, state agencies and institutions, while recognizing the cultural value of communities, do not generate equitable practices. This causes, on the one hand, that communities must adapt their offers to a conventional commercial model to access markets and, on the other hand, legal barriers force them to adapt to external logics that are not always compatible with their community vision. However, it is important to mention that communities that have weaknesses in TBC factors such as community organization and leadership in tourism aspects tend to have more difficulties in developing and accessing markets.Item Propuesta de una experiencia turística basada en cervecerías artesanales mediante procesos asociativos en la ciudad de Cuenca-Ecuador(Universidad de Cuenca, 2025-09-12) Córdova Buestan, Evelyn Cristina; Barzallo Neira, Andrea CristinaThe purpose of this research is to design an innovative tourism experience focused on craft breweries in Cuenca, Ecuador, using associative processes as a strategic axis. This study arose from the need to diversify the city's tourism offering by promoting gastronomic tourism. The characteristics of the supply and demand for craft breweries in Cuenca were diagnosed, identifying their potential to be integrated into a unique tourism product. Subsequently, an experience based on associativity was designed, a collaborative model that promotes cooperation among local stakeholders, optimizing resources and strengthening the competitiveness of the businesses involved. The document seeks to serve as a basis for those wishing to delve deeper into the link between craft breweries and tourism development, promoting the analysis of associative models and their applicability in similar contexts.Item Dinámicas de liderazgo enfocadas en el rol de las mujeres en el contexto de turismo comunitario. Caso de estudio: Sisid Anejo, Cañar, Ecuador(Universidad de Cuenca, 2025-09-12) Espinoza Espinoza, Ivonne Paola; Miranda Quizhpi, Erika Daniela; Espinoza Figueroa, Freddy EdgarThis study seeks to understand how the roles assumed by women influence the development and strengthening of community tourism in the indigenous community of Sisid Anejo, in the province of Cañar, Ecuador. To this end, a qualitative study of an exploratory and descriptive nature was carried out, using focus groups and participant observation. Women directly linked to tourism, and women from the community who are not related to this activity, participated in the focus groups, which allowed for a broader and more diverse vision of the existing social and cultural dynamics. The results show that, although women play a fundamental role in the daily operation of the community tourism center, their roles are mainly concentrated in operational and support tasks, while the positions of higher hierarchy and decision-making continue to be occupied mostly by men. In addition, women face a double workload, combining the productive tasks of tourism with domestic responsibilities, many of which are unpaid. Male migration has increased these burdens, creating new challenges and opportunities for female participation. However, the lack of public policies with a gender perspective limits their empowerment and recognition. Despite these obstacles, participation in tourism and community support have contributed to initial processes of economic autonomy and female leadership in the community.Item La función de los planes de desarrollo turístico en la toma de decisiones para el desarrollo del turismo, caso de estudio cantón Cuenca, Ecuador(Universidad de Cuenca, 2025-09-11) Saldaña Pillco, Andrés Sebastián; Orbe Ortiz, Lauro Sebastián; Farfán Pacheco, Lourdes KarinaThe objective of this study was to determine the role of tourism development plans in decision-making for tourism development, taking canton Cuenca, Ecuador, as a case study. A qualitative approach of exploratory - descriptive scope and longitudinal section was used, which included an analysis in three phases; the first phase included a theoretical review on the importance of having tourism development plans for the decision-making of tourist destinations, in the second pase, the gaps that exist between tourism development plans and the management and accountability reports around the function of tourism planning that have been prepared in the canton of Cuenca were identified. Finally, semi-structured interviews were conducted with key informants and local authorities responsible for tourism planning in the canton of Cuenca, to explore different perspectives regarding the role of tourism development plans in decision-making, as well as to identify the gaps that limit their impact and effectiveness in the local context. The data obtained were subjected to a hermeneutical analysis through Atlas software. Ti version 25, where Sankey graphs were also generated to facilitate the visualization of results. Concluding that tourism plans can be effective tools to guarantee a comprehensive and balanced development of tourism activity in a territory, as long as their strategies and actions are formulated in accordance with the available resources, the needs and potentialities of the territory, as well as the interests of the different actors in the sector, to ensure that everyone benefits from this activity and achieve joint development in a sustainable way, avoiding obstacles and problems in the future, derived from poor management and planning of tourism activity.Item El potencial turístico de la medicina ancestral como posible atractor y complemento de la actividad turística en el cantón Saraguro, Ecuador(Universidad de Cuenca, 2025-09-11) Bermeo Maldonado, Michelle Carolina; Cornejo Coronel, Evelyn Ximena; Farfán Pacheco, Lourdes KarinaThe objective of this study is to explore the tourism potential of ancestral medicine, considering its cultural value and its role in strengthening the identity of the Saraguro people. Ancestral medicine, an intangible cultural heritage, is developed in indigenous communities that encompass physical, emotional, spiritual and mental healing practices through yachaks, based on millenary knowledge and the Andean worldview. A qualitative approach was used with an observational design, exploratory-descriptive in scope and cross-sectional. The study was based on a physical and online literature search. Data was collected through semi-structured interviews in the territory and virtually, with actors directly involved with the practices of ancestral medicine and the tourism sector, as well as with people who are not linked to these activities, in order to know different perspectives regarding the research, these interviews took place in the community of Ilincho and the cantonal capital. Finally, the data obtained were subjected to hermeneutic analysis using the ATLAS.ti version 24 software and interpreted using semantic networks on the MIRO platform. The study concludes that ancestral medicine has a tourist potential, however, key aspects must be considered to maintain authenticity.Item Análisis de los procesos de innovación en la educación superior en turismo posterior a la pandemia Covid-19. Una Revisión Sistemática de la Literatura (RSL)(Universidad de Cuenca, 2025-09-11) Pillco Fajardo, Tania Estefanía; Yanza Miranda, Dayana Alexandra; Espinoza Figueroa, Freddy EdgarThis study focused on analyzing the situation of innovation in higher education in tourism through a systematic review of literature. The objective was to analyze the innovation processes in higher education in the field of tourism after the Covid-19 pandemic. This study used an analysis based on the PRISMA (Preferred Reporting Items for Systematic Review and Meta-Analysis) method to perform a systematic literature review (SLR) based on Scopus databases. As a result, a theoretical reflection on the study was obtained, as well as the bibliometric analysis of 20 documents from 2019 to 2024. Trends in innovation in higher education and tourism were also identified as a line of research. It was concluded that Covid-19 was a trigger for disruptive innovations. Profound changes in higher education in tourism occur slowly and depending on the educational systems, which shows that it is necessary to break the academic bubble and integrate into real scenarios of tourism activity. Thus, innovation in tourism education has an incremental nature, lately focused on the implementation of artificial intelligence.Item Plan de marketing enfocado en el segmento de familias guayaquileñas que transitan hacia Cuenca para el Parador Turístico El Campo, Migüir (Cuenca, Ecuador)(Universidad de Cuenca, 2025-09-10) Guamán Gutama, Edisson Fabián; Saquicela Aguilar, María EsthelaRural tourism represents a key opportunity for sustainable development in regions such as Molleturo, Cuenca (Ecuador), where the Parador Turístico El Campo is located. This establishment, which offers local gastronomy, recreational activities and supply and rest services, faces a weak presence in the market of Guayaquil families who transit to Cuenca, due to the absence of a segmented marketing plan. In this context, the present study aimed to design a specific marketing plan for this segment, with emphasis on digital promotion, visitor increase and loyalty. A Participatory Action Research methodology was applied in three phases: diagnosis, proposal design and validation. Tools such as cross-SWOT analysis, EFI and EFE matrices, PESTEL analysis, as well as surveys aimed at Guayaquil visitors, and semi-structured interviews applied to the establishment's team were used, together with a discourse analysis with ATLAS.ti software. In addition, a strategic plan was developed with schedules, budget and concrete actions. The diagnosis revealed weak digital visibility and low loyalty, despite the Parador's strategic location. In response, a plan was proposed that combines face-to-face and digital strategies, including on-road activations, presence on social networks and benefits for returning visitors. Socialization with the key actors of the Parador allowed the proposal to be adjusted according to the real needs of the business, promoting the sense of institutional appropriation. The results suggest that comprehensive marketing management can strengthen the competitiveness of the Parador and its contribution to sustainable rural tourism.Item Promoción del turismo rural en la parroquia de San Joaquín cantón Cuenca: estrategias para potenciar la oferta y demanda sostenible(Universidad de Cuenca, 2025-03-26) Guanocunga Morocho, William Andrés; Delgado Oleas, Nancy KarlaThe main objective of this research is to analyze and propose strategies to enhance the supply and demand of rural tourism in the parish of San Joaquín, Cuenca canton, through its promotion. The work is structured in three chapters, which range from the problem statement to the strategies proposed to improve both demand and supply. In the first chapter, a diagnosis of the current situation of rural tourism in San Joaquín is presented. To this end, the geographical, cultural and social context of the parish was analyzed, as well as its natural and heritage resources. The main problems that limit the growth of the sector were also identified, including the lack of adequate infrastructure, the lack of promotion of local attractions and the lack of training in the management of tourism services. The second chapter describes a market analysis that identifies the profiles, motivations, and preferences of potential tourists. In addition, the current trends in rural tourism and how they could be adapted to the reality of San Joaquín are explored. In the third chapter, concrete strategies are proposed to improve the tourism offer, such as the development of thematic routes, the creation of alliances with tour operators, the training of the community and the promotion of cultural and gastronomic events. These strategies are part of a sustainability approach, with the aim of preserving the natural and cultural environment of the parish.Item Percepción del ciudadano estadounidense de Franklin Square, Long Island, con respecto a la promoción turística de la ciudad de Cuenca, Ecuador y la incidencia que tienen los Ecuadorian Americans en la decisión de viaje(Universidad de Cuenca, 2025-03-10) Mejía Chimbo, María Elizabeth; Freire Chaglla, Segundo AmadorThis study analyzed the perception of the American community of Franklin Square regarding the tourism promotion strategies of the city of Cuenca (Ecuador) and the role of Ecuadorian-Americans in the travel decision. The main objective was to determine the existence of a significant relationship between the cultural influence of residents of Ecuadorian origin in the United States and the choice of Cuenca as a tourist destination by U.S. travelers. The research adopted a mixed methodological approach (qualitative-quantitative), with an exploratory-descriptive scope and a cross-sectional design. For qualitative data collection, semi-structured interviews were conducted with 10 U.S. residents. At the same time, surveys were applied to a sample of 379 American tourists, residents of Franklin Square. The results were subjected to a statistical inference analysis of correlation. The qualitative results showed that the Ecuadorian-American community exerts a significant influence on the decision to visit Cuenca. The correlational analysis determined cultural significant influence on the choice of destination. Additionally, recommendations were identified to optimize tourism marketing strategies in Cuenca, highlighting the majority perception of positive expectations towards the city. However, it was evident that safety is a priority conditioning factor for travelers. These findings underscore the need to implement public policies that address security concerns, mitigating their potential impact on local tourism development.Item Exploración de las dinámicas de gestión de visitantes en cuatro museos de la ciudad de Cuenca desde la perspectiva de los gestores museográficos y visitantes(Universidad de Cuenca, 2025-01-24) Neira Bravo, Amalia Graciela; Espinoza Figueroa, Freddy EdgarThis research explores the dynamics of visitor management in four museums in Cuenca, Ecuador, the following being selected: Pumapungo Museum, the Old Cathedral Museum of Religious Art, the Museum of Aboriginal Cultures and the Monastery of the Conceptas, from the analysis of the perspectives of museum managers and visitors, revealing the central role of these spaces in the cultural experience of the city of Cuenca; through a qualitative observational approach, with an exploratory and cross-sectional scope. Atlas.ti 23 was used to analyze the interviews with museum managers and the comments from Google Maps. The analysis of the perception of museum managers described the management of visits and the elements that intervene for the efficient execution that guarantees the satisfaction of visitors. The results show the high valuation of the exhibitions, customer service and accessibility, while identifying challenges such as maintenance and the incorporation of interactive technologies. In addition, the analysis described positive feelings for the satisfaction generated in users. Economic difficulties denote negative feelings. And attention and accessibility to specific groups and digital platforms are associated with neutral feelings.Item Análisis de la potencialidad turística del museo de Historia de la Medicina Guillermo Aguilar Maldonado en Cuenca, Ecuador(Universidad de Cuenca, 2025-01-22) Farez Plaza, Christian Eduardo; Zambrano Barros, Mauro Raúl; López Molina, DianaResearch project entitled "Analysis of the Tourist Potential of the Guillermo Aguilar Maldonado Museum of the History of Medicine in Cuenca, Ecuador" aimed to evaluate the opportunities and challenges faced by the museum to consolidate itself as a relevant tourist attraction. The study was structured in three phases: the first one focused on the diagnosis of the current situation of the museum in terms of visitors, exhibitions, infrastructure and internal management. Documentary review and interviews with museum staff are used to obtain an internal perspective. The second phase addressed challenges and obstacles through focus groups and interviews with external actors, revealing problems such as lack of visibility, scarcity of financial resources, and insufficient community participation. Among the main obstacles identified are the lack of effective promotion, the little-known location of the museum, and the absence of interactive activities and trained tour guides. Finally, in the third phase, strategies were proposed to improve promotion, visitor experience, community participation and sustainable management of the museum. The implementation of interactive technologies, the improvement of infrastructure, the development of strategic alliances and the diversification of activities to attract different audiences are suggested. In conclusion, the study stresses the importance of strategic and sustainable management to increase the visibility and relevance of the museum in the tourist and cultural field of Cuenca.