Carrera de Turismo

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Author: search.filters.author.Tituaña Sánchez Elena EstefaníaSubject: search.filters.subject.PROMOCIÓN TURÍSTICA

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    El turismo rural y promoción turística en la parroquia Pasa
    (Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-07-04) Tituaña Sánchez Elena Estefanía; Sánchez Guerrero Daniel Oswaldo; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo
    The present research aimed to analyze how rural tourism influences the tourism promotion of Pasa parish. The importance of this study lies in the potential of rural tourism as a strategic tool for enhancing local development and visibility. The methodology followed a deductive approach with a non-experimental, cross-sectional design. Through surveys and documentary analysis, ten types of rural tourism were identified in the area: agritourism, community tourism, ecotourism, cultural, religious, mystical, experiential, shopping, educational, and gastronomic tourism. Regarding promotional strategies, results showed that a significant portion of respondents maintained a neutral perception of the use of social media, posters, and digital media for tourism promotion. Likewise, nearly half expressed a neutral view concerning the frequency and variety of promotional actions, the role of the parish GAD in implementing promotional activities, and the existence of institutional alliances to support tourism promotion. These neutral responses reflect areas of opportunity to improve current practices. Consequently, a strategy was proposed to strengthen tourism promotion based on the potential of rural tourism typologies, consisting of the creation of an official social media page named "Spend your rural tourism destination" on Facebook, designed to publish updated and attractive tourism content. This proposal seeks to consolidate the parish's tourism image, encourage community participation, and position Pasa as a preferred Rural Tourism destination.