El perfil emprendedor hotelero en la ciudad de Cuenca, Ecuador. Análisis en hoteles de tres y cuatro estrellas

Abstract

This research paper analyses the hotel entrepreneurial profile of Cuenca city, based on an analysis of entrepreneur’s sociodemographic and motivational characteristics, in addition to the external factors that limited and facilitated the creation of hotel companies. For this research, a descriptive and exploratory quantitative methodology was established; data were collected through a cross-sectional survey, applied to 41 three-star and four-star accommodation establishments in the city. The research results show that the hotel entrepreneur of Cuenca city, embodies peculiar traits such as innovation, self-confidence, responsibility, creativity, and perseverance. Similarly, it is noted that market opportunity is the external factor with the greatest positive influence when undertaking, this due to the existence of economic capital that favored the creation of hotel companies. In turn, the taste for work, family motivation and a sense of improvement were their main motivations. However, unfair competition is perceived as the largest obstacle. The research becomes interesting for governments to intensify support for hotel entrepreneurs in terms of tourist regulations and promotions, more than this, seeking to help future hotel entrepreneurs at all stages of entrepreneurship.