Carrera de Turismo

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Author: search.filters.author.Chaluisa Umajinga Sisa MercedesSubject: search.filters.subject.IDENTIDAD CULTURAL

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    La pintura Naif y el turismo vivencial en la comunidad de Tigua, cantón Pujilí
    (Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación-Carrera de Turismo, 2025-12-17) Chaluisa Umajinga Sisa Mercedes; González Sánchez Angélica María; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación-Carrera de Turismo
    The research aimed to analyze the influence of Naif painting on the strengthening of experiential tourism in the community of Tigua, located in the province of Cotopaxi. This study was based on recognizing this artistic manifestation as an authentic reflection of the cultural identity of the Kichwa Panzaleo people and, at the same time, as an expression that preserves the Andean worldview. The research followed a qualitative and descriptive approach, applying techniques such as observation, interviews with local artists, and surveys of tourists to understand the perception and the sociocultural and economic impact generated by this practice. The results showed that Naif painting has become a symbol of cultural resistance and a means of transmitting ancestral knowledge, while also promoting new opportunities for tourism and economic development within the community. Surveys revealed that visitors experienced high levels of emotional, spiritual, and cultural satisfaction due to their participation in experiential activities related to Naif art, strengthening the appreciation of Tigua’s intangible cultural heritage. Finally, as a response to the diagnostic phase, the creation of a website was proposed to promote and disseminate Naif art and experiential tourism. This digital tool represents a sustainable strategy that combines technology with local identity, contributing to the projection of Naif art as a living cultural heritage and to the touristic positioning of Tigua at a national and international level.