Carrera de Turismo
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Item Tendencias culinarias y calidad del servicio en cafeterías del cantón Ambato(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Educación Inicial, 2025-01-29) Cadena Ortega Lucia Fernanda; Melo Fiallos Diego Fernando; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Educación InicialIn this study, the objective was to investigate culinary trends in service quality for coffee shops in the Ambato canton. Currently, in the coffee preparation and sales market, culinary trends and the perception of service quality are key factors requiring in-depth analysis to achieve loyal and recurring customers. For this reason, the research focuses on detailing the qualities present in coffee shops and the preferences of users, reflected in percentages. A quantitative approach with a non-experimental cross-sectional design was used, calculating a necessary sample size of 385 people who visited coffee shops rated with 2 and 1 cup quality categories. The results of the survey, based on the SERVQUAL scale and its dimensions—tangibles, reliability, responsiveness, assurance, and empathy—revealed that the perceived quality of these establishments is lower than users’ expectations. Additionally, an observation sheet was implemented to document the name of the coffee shop, its municipal rating, location, type, general characteristics, and graphical representation. As a conclusion, it was found that customers seek the creation of meaningful and unique experiences, while service must be continuously improved through customer service programs and self-learning initiatives. A mobile business idea for the coffee sector is proposed as a market positioning strategy, enabling ongoing market analysis.Item Los Atractivos Naturales y el Marketing Digital en el Cantón Quero(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-01-28) Torres Cando Stephanie Johanna; Vaca Vaca Carmen Isabel; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoThe research with the topic: “The natural attractions and digital marketing of the Quero canton”, aimed to investigate the importance of this study based mainly on obtaining adequate information on each attraction. The research work was based on a methodology with a mixed approach and a non-experimental cross-sectional research design. Nonprobabilistic convenience sampling and random probabilistic sampling were used respectively. To collect information it was necessary to apply appropriate instruments based on each of the approaches, in this case it was necessary to apply the MINTUR sheets, as well as a guide of questions for the interviews that was applied to the professionals of the GAD of Quero. A survey was applied with questions directed to tourists to find out the interest they have in the tourist attractions of the Quero canton. From the results of the investigation, it was concluded that the Quero canton does not have a tourism development plan that promotes tourism in the canton; In this sense, the proposed hypothesis gave a null result. It is necessary to promote and create strategies that make tourists aware of visiting the different attractions in an appropriate and responsible manner. In conclusion, this will help improve the economy of the place since through this a research analysis was carried out, resulting in the need for further improvement. its local infrastructure.Item La actividad turística y los geositios en el cantón Penipe, provincia de Chimborazo(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-01-27) Calderón Arteaga Jamilet Anahi; Gaviño Ortiz Noemy Hortencia; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoThe present research with the theme: “Tourist activity and geosites in the Penipe canton, province of Chimborazo”. The general objective was to analyze the tourist activity and the geosites in the Penipe canton, province of Chimborazo with the purpose of knowing the diversification of the tourist offer. We worked with a quantitative methodological approach with a non-experimental cross-sectional design. Two instruments were used for data collection, the first one a survey directed to tourists who have visited the geosites to know their perspective about the existing facilities and the Tourist Attractions Cards where information was collected through field observation of the four geosites to know their level of hierarchy. The results obtained provided data to present the proposal: “Design of an Interpretation Center: El Altar Volcano and Laguna Amarilla”, because it was possible to identify a higher level of interest from tourists to these geosites, helping to disseminate information about these places, which was another of the main shortcomings that we had, so this Interpretation Center will help the orientation, awareness and promotion of these geosites, helping tourism in Penipe Canton.Item El paisaje natural y el turismo de aventura en el Cañón de San Martín, Cantón Baños de Agua Santa(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-01-24) Sailema Jerez Raúl Alexander; Bonilla Chango Mario Jorge; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoNature tourism is a broad topic which is divided into related factors such as the natural landscape, which is one of the main visual attractions for adventure tourism. In addition, the development of adventure tourism takes place in areas where the landscape complements the experience. The general objective of the research is to explore the relationship between the natural landscape and adventure tourism within the San Martín Canyon. The importance of the research is to investigate the relationship between the characteristics of the landscape and adventure tourism, to learn how they correlate to generate a complete tourism experience. The methodology used was a mixed approach, an effective combination of qualitative and quantitative approaches generating a more complete vision of the research. In addition, a nonexperimental, cross-sectional design was used, and a correlational and phenomenological scope was employed due to the nature of the mixed research. Therefore, techniques such as semi-structured interviews and a survey were used. The result obtained was that tourists find a complete experience when doing extreme sports within an area that reflects natural landscapes, satisfying the demand generated by the visitor on adventure tourism. In conclusion, the San Martín Canyon presents a perfect combination between the scenic beauty of the sector and the thrill of extreme sports, generating a satisfactory experience for visitors.Item La actividad turística y los geositios en el cantón Baños de Agua Santa(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-01-23) Llerena Andachi Kevin Sebastián; Armas Arias Sonia Paulina; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoThe research conducted on the topic “Tourist activity and geosites in the Baños de Agua Santa canton”, whose objective was to analyze the tourist activity in the Tungurahua Volcano geosite in order to develop promotional strategies in the canton of Baños de Agua Santa. In the Tungurahua Volcano geosite in order to develop promotion strategies in the canton of The geosites are areas that make up the geological heritage of a predetermined natural region. Three cantons of the province of Tungurahua belong to the Tungurahua Volcano Geopark, which has a variety of geosites in several provinces of Ecuador. Baños de Agua Santa canton. The geosites are areas that make up the geological heritage of a predetermined natural region, three cantons of the province of Tungurahua belong to the Tungurahua Volcano Geopark, which has a variety of geosites in several provinces of Ecuador. The methodology that was applied in this research is based on a qualitative approach, with a nonexperimental cross-sectional design, it has a descriptive phenomenological scope, for data collection, observation sheets and interviews were applied to the personnel in charge of the geosites and to the directors of the Pondoa community to solve the activities that are carried out in the geosite. The results of the research showed that the presence of tourists who visit the Tungurahua Volcano Geosite significantly influences both the participation of tour operators and the Pondoa Community Tourism Center. It is concluded that there is a poor development of tourism promotion strategies for the mentioned geosite, for this reason the proposal was an implementation of a funnel or sales funnel to effectively promote this geosite and boost the economy of the canton Baños as well as the Province of TungurahuaItem El paisaje natural y el senderismo en la Comunidad de San Francisco de Tangango, Cantón Pujilí(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-01-20) León Jiménez Kevin Alexander; Gaviño Ortiz Noemy Hortencia; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoThe general objective of this thesis is to analyze the relationship between the natural landscape and hiking as a sustainable tourism activity in the community of San Francisco de Tangango, aiming at its utilization and conservation. A qualitative approach was employed, using the inductive method. The study design is nonexperimental and cross-sectional, focused on explaining a phenomenon. The instruments used included a MINTUR attraction survey sheet and an interview guide with a total of 20 questions. The results highlighted the characteristics of the existing landscape in the geological formation of El Chivo, including its challenges. Additionally, the interviews identified the main challenges faced by community authorities regarding the implementation of hiking as a mechanism for sustainable development. A significant deficiency in economic and technical support was noted, hindering adherence to sustainable development principles. In conclusion, the surrounding natural landscape is suitable for the implementation of hiking as a sustainable tourism activity in this community. However, there are infrastructure deficiencies caused by a lack of economic support for tourism development in the area. The geological formation "El Chivo," a fault scarp originating in the Quaternary period with unique natural features, holds high potential for ecotourism by offering activities such as hiking, camping, and astronomical observation, provided its structural conditions are improved. Community leaders expressed that the main challenge they face is the lack of knowledge, economic resources, and support from authorities.Item La indumentaria tradicional y la experiencia turística en la Parroquia Salasaca, Cantón Pelileo(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-01-22) Anancolla Masaquiza Gissela Daisy; Tello Vasco Luis Rafael; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoThe objective of this research is to determine the impact of traditional clothing on the tourist experience in the Salasaca Parish. In this way, a mixed approach was carried out under a non-experimental design of transversal type with descriptive scope; in the collection of information, observation and survey were used as a research technique through the application of the files of the National Institute of Cultural Heritage (INPC) corresponding to the A5 traditional handicraft techniques. Data were collected to analyze the relationship between clothing and the tourist experience of the Salasaka culture and 152 visitors to the parish were surveyed in order to evaluate the tourist experience. The results reveal that traditional clothing is not only an attractive visual element, but also acts as a link that enriches the cultural experience of tourists, not only to the quality of service provided but also to relevant factors by customer service people such as friendliness, efficiency and courtesy, which have been key elements that influence the perception of visitors. A digital magazine is designed to strengthen and preserve the cultural identity of this parish; through this medium, visitors can be offered a deeper understanding of the symbolism, clothing techniques and the stories behind each garment, which will help them to better understand the cultural identity of the parish.Item El turismo cultural y patrimonio intangible de la parroquia la matriz, cantón Ambato(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-01-22) Freire Caisaguano John Jairo; Melo Fiallos Diego Fernando; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoCultural tourism has been a key driver in the tourism development of many cities, however, in the case of the La Matriz parish, Ambato canton, there is a tendency to relegate this segment due to the rise of other tourism modalities. This study aims to analyze the current situation of cultural tourism and the level of appreciation of intangible heritage by the local population, especially young people. Through a qualitative approach based on a case study, techniques such as the inventory of tourist attractions and interviews with experts were used to identify the strengths, weaknesses and opportunities of the sector. The results obtained reveal a worrying disconnection between new generations and their cultural legacy, which raises the need to implement strategies to revitalize interest in cultural tourism and promote heritage conservation. The findings of this research reveal an insufficient appreciation of the city's rich cultural tourism and intangible heritage. Furthermore, there is a general lack of knowledge about cultural tourist routes, which restricts the growth potential of this industry. Despite having a rich history and traditions that distinguish it, inhabitants and visitors do not always recognize the value of these elements as tourist attractions. This situation represents an opportunity to develop strategies that promote the valorization and enhancement of intangible heritage, thus strengthening local identity and the development of cultural tourism.Item La cocina tradicional y la experiencia turística en el cantón Ambato(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-01-22) Ramos Aguilar Kevin Adrián; Sánchez Guerrero Daniel OswaldoTraditional cuisine of a destination is established as a key element in the tourist experience, standing out for its ability to satisfy visitors and strengthen cultural identity. Using a quantitative methodology and a non-experimental cross-sectional design, data was collected through a survey validated by experts and evaluated in the SPSS statistical system to ensure the reliability of the results. Through analysis using Cronbach's Alpha, the alternative hypothesis was accepted as part of the hypothesis verification process. The results demonstrate that traditional cuisine has a significant impact on the perception of the tourist experience, positioning itself as a key element in visitor satisfaction. Furthermore, the llapingacho from Ambato, colada morada, empanadas de viento, and Pinllo hens were identified as the most relevant emblematic dishes of Ambato's traditional cuisine. The gastronomic offer is perceived as varied, and there is unanimous agreement that there is a direct connection between gastronomy and local culture. However, knowledge about preparation techniques is moderate. Similarly, social media was identified as the most effective channel for promoting traditional cuisine and its connection to local culture.Item La práctica del canyoning y el turismo de aventura, caso de estudio: Cascada Cashaurco, cantón Baños(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-01-21) Suárez Gutiérrez Steeven Paúl; Romo Rojas Mario Giovanni; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoThe purpose of this research is to analyze the practice of canyoning and adventure tourism, with the case study of Cascada Cashaurco. This analysis focuses on presenting canyoning as a safe and competitive destination. The objective is to increase the offer, safety, and quality of the activity, enhancing tourist experiences. It is essential to ensure that guides are properly trained and, in collaboration with tour operators, promote responsible and safe practices in waterfall descents. The methodology of this research followed a mixed approach, allowing the collection of data that illustrates how people interpret and experience the activity. It specifically focused on canyoning and the importance of proper instruction before starting the tour. Data were collected through a randomly conducted survey among tourists, as well as interviews with experts. These methods facilitated obtaining a percentage that highlighted Baños as a prominent destination for adventure tourism. The findings underscore the importance of guide training, the use of certified equipment, and ensuring good practices during the activity with the aid of proper instructions. The results show that the Baños canton attracts a significant number of visitors who consider it essential to hire certified guides, contributing to positioning the canton as the capital of adventure tourism.