Diagnóstico de la gestión y la situación turística de las parroquias rurales de Cuenca

Abstract

Rural tourism plays a key role in the economic and social development of rural communities, becoming a developmentstrategy that helps generate income, reduce poverty and social inequality, especially in developing countries. For this reason, the purpose of this research was to make a diagnosis of the tourism management and situation of the rural parishes of Cuenca; the sample used for bidders was 384, determined by stratified random sampling, while the tourist sample was 362, determined by non-probabilistic convenience sampling. Additionally, this study took as a basis for the diagnosis the analysis of supply and demand, the objectives of tourism management, the functions of tourism management and governance systems. On the other hand, by applying Pearson's Chi-Square test (𝑋2), the relationship between satisfaction, sociodemographic variables (reason for travel, income) and service quality variables (Tangibility, Empathy, Reliability, Response capacity and Safety).Finally, the ordinal logistic regression model (OLM) was carried out, in which it was established that the variables that contributed to improving the level of satisfaction of tourists were: Tangibility: Advertising materials of the establishment, Tangibility: physical appearance of the facilities and Empathy: employee concern for customers. It is concluded that tourist satisfaction represents a relevant starting point within tourism management and can help promote tourism development in rural areas.