Los procesos de reactivación turística del cantón Baños de Agua Santa ligados a la resiliencia de las agencias de viajes en el contexto de la pandemia por COVID-19

Abstract

This research analyzes the resilience processes derived from the COVID-19 health emergency in Ecuador, case study Baños de Agua Santa, taking into account the events that travel agencies and tour operators went through from the reactivation of tourism in Ecuador; as well as the change in tourism dynamics and the flow of tourists compared to years prior to 2020. Baños being an important tourist destination in Ecuador, adopted the Tourism Reactivation Plan, which began as its own initiative and that later the Ministry of Tourism launched one that governed in national territory. This research has a qualitative approach, descriptive in scope, through an analysis of the hermeneutic method. The research began with the identification of travel agencies, tour operators in Baños and the participation of representatives of the public and private sector; and then a semi-structured survey with questions of interest for research was conducted. The study shows that Baños is in a stage of recovery, guided by innovation. At the same time, the role of entities such as the Directorate of Tourism of Baños and the Chamber of Tourism of Baños in the processes of tourism reactivation is announced. Finally, the ability of Baneños to overcome adversity is evident, but there also were resilience possesses. Keywords: resilience, tourism, tourism reactivation, tourist intermediation, baños de Agua Santa