Promoción del turismo rural en la parroquia de San Joaquín cantón Cuenca: estrategias para potenciar la oferta y demanda sostenible

Abstract

The 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.