Carrera de Turismo
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Item Las técnicas artesanales y el producto turístico, caso de estudio: talabartería en la parroquia Quisapincha(Universidad Tècnica de Ambato Facultad de Ciencias Humanas y de la Educaciòn Carrera de Turism, 2026-06-01) López Lascano Santiago David; Gaviño Ortíz Noemy Hortencia; Universidad Tècnica de Ambato Facultad de Ciencias Humanas y de la Educaciòn Carrera de TurismoLa investigación que se llevó a cabo tuvo como objetivo general el analizar la relación entre las técnicas artesanales y el producto turístico a partir de la talabartería en parroquia Quisapincha., considerándolas como un atractivo turístico en la parroquia Quisapincha. Esto busca fortalecer la identidad cultural y fomentar el desarrollo local. La importancia de este estudio radica en la necesidad de transformar el modelo comercial tradicional de venta directa en una oferta de turismo vivencial, que añada valor al saber hacer de los talabarteros, al mismo tiempo que se preserva el patrimonio inmaterial frente a la producción masiva. La metodología utilizada se basó en un enfoque mixto, con un diseño no experimental, transversal y de alcance correlacional descriptivo. Se realizaron encuestas a visitante, entrevistas a maestros artesanos y se utilizaron fichas de observación técnica en talleres y curtiembres. Los resultados mostraron que los turistas tienen un gran interés en participar en actividades vivenciales, además, se identificó un modelo de producción híbrido que combina la destreza manual con maquinaria industrial, sin embargo, se encontraron limitaciones en señalización, infraestructura y promoción. Las conclusiones indicaron que la talabartería es el eje central de la identidad de Quisapincha y que implementar una estrategia basada en experiencias vivenciales, como la creación de artículos menores por parte de los visitantes, mejora el posicionamiento del destino y aumenta la satisfacción del turista. Esto valida la hipótesis de que valorar la técnica artesanal tiene un impacto positivo en la creación de un producto turístico competitivo y sostenible.Item La danza folklórica y el turismo cultural en la ciudad de Ambato(Universidad Tècnica de Ambato Facultad de Ciencias Humanas y de la Educaciòn Carrera de Turismo, 2026-06-01) Benalcázar Beltrán Xiomara Belén; Viteri Toro Maria Fernanda; Universidad Tècnica de Ambato Facultad de Ciencias Humanas y de la Educaciòn Carrera de TurismoEn Ambato, la danza folklórica constituye una expresión cultural donde convergen memoria, corporalidad, símbolos comunitarios y formas de pertenencia vinculadas con la identidad local. Desde esta lectura, la investigación se enfocó en comprender cómo la práctica dancística folklórica se articula con el turismo cultural, a fin de reconocer su potencial como recurso estratégico para fortalecer la identidad cultural y diversificar la oferta turística local. La metodología respondió a un enfoque cualitativo, con diseño no experimental de tipo transversal y alcance fenomenológico; la información se obtuvo mediante fotoelicitación, fichas de memoria visual, entrevistas semiestructuradas, observación directa y una lista de chequeo aplicada en el territorio, instrumentos que permitieron integrar registros visuales, testimonios y condiciones del entorno. Los hallazgos evidenciaron que la danza folklórica trasciende su dimensión escénica al configurarse como una forma de capital cultural que integra indumentaria, gestualidad, relatos, espacios patrimoniales, vínculos comunitarios y dinámicas de transmisión intergeneracional. También se reconocieron condiciones favorables en Ambato para incorporar esta manifestación en experiencias culturales participativas, aunque persisten desafíos relacionados con planificación, articulación institucional, gestión territorial y aprovechamiento responsable de los recursos culturales existentes. A partir de estos resultados, se concluye que la danza folklórica puede proyectarse como un recurso estratégico para dinamizar el turismo cultural ambateño mediante propuestas interpretativas, sostenibles y conectadas con la comunidad, capaces de reforzar la imagen identitaria de la ciudad.Item La promoción turística y el patrimonio cultural tangible de la ciudad de Latacunga(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación-Carrera de Turismo, 2025-12-17) Cunuhay Jiménez Dayana Aracely; Viteri Toro Maria Fernanda; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación-Carrera de TurismoThe present research, entitled “Tourism Promotion and the Tangible Cultural Heritage of the City of Latacunga,” aims to analyze the relationship between tourism promotion and the tangible cultural heritage of Latacunga, with the purpose of understanding how these dynamics contribute to the dissemination, conservation, and enhancement of the local cultural identity. This study employed a mixed-methods approach; therefore, in the quantitative phase, a survey consisting of 10 items was administered to 138 participants to identify the tourism promotion strategies that generate the greatest impact on the public, considering current trends, communication channels, and the social context. In the qualitative phase, tangible cultural heritage assets of the city were inventoried using the INPC (National Institute of Cultural Heritage) record sheets. The results revealed a positive tendency toward digital and cultural strategies for tourism promotion. In conclusion, a tourism promotion strategy was proposed to highlight the richness of Latacunga’s tangible cultural heritage by digital media and contemporary audiovisual content such as Spatial, which, by means of a virtual gallery, will contribute to increasing the visibility of the destination and encouraging the preservation of Latacunga’s cultural identity.Item 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 TurismoThe 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.Item Las técnicas artesanales y la experiencia turística en el cantón Tisaleo(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-07-04) Miranda Velastegui Cristina Elizabeth; Viteri Toro Maria Fernanda; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoThis research, entitled "Artisan Techniques and the Tourism Experience in the Tisaleo Canton," was developed with the objective of investigating the relationship between artisan techniques and the tourism experience in the Tisaleo Canton. The importance of this study lies in the need to adapt existing artisan techniques in the Tisaleo Canton to a tourism experience in order to promote tourism development, the dissemination of ancestral knowledge and wisdom, and economic improvement for artisans. The research was conducted using a qualitative approach, utilizing instruments such as the A5 sheets of traditional artisan techniques from the National Institute of Cultural Heritage and the checklist, which allowed for direct information gathering from the canton's artisans regarding artisan techniques. The results show that, despite limitations such as the lack of tourism planning and promotion, cultural tourism has contributed significantly to the economy of the canton's inhabitants, the valorization of cultural identity, and tourism development. In conclusion, experiential tourism is a viable means of local development, provided it is complemented by workshops, training for artisans, support from state institutions, and strategies for improved tourism development and performance.Item La identidad cultural y la actividad turística; caso de estudio: fiesta de los caporales, parroquia Angamarca(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-07-04) López Cordones Ruth Nayeli; Viteri Toro María Fernanda; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoThis research, entitled "Cultural Identity and Tourism; Case Study: Caporales Festival, Angamarca Parish," was developed with the objective of investigating the relationship between the cultural identity of the Caporales Festival of Angamarca and tourism activity. The importance of this research lies in the valorization of the living traditions of the Caporales Festival as an expression of cultural identity and its potential as a tourist attraction. This celebration is characterized by the presence of symbolic figures such as the Recuante, the Doña, the Caporal, the Capitana, the Chinas, the Guaricha, the Yumbos, and the Payaso, whose representations embody collective memory, the feminine role, popular spirituality, and the ancestral work of the community. The methodology applied was qualitative, using instruments such as index cards and observation, where we conducted semi-structured interviews with local stakeholders and observations. As a result, it was evident that despite limited promotion and a lack of tourism planning, the cultural event of the Caporales festival generates interest in tourists and strengthens cultural pride among residents, highlighting the authenticity, identity, and symbolic richness of each festive figure. In conclusion, well-planned tourism activities within the parish are an effective strategy for boosting community tourism and enhancing cultural identity, provided that tourism services are well planned and implemented.Item La promoción turística y las costumbres rurales del cantón Quero(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-07-02) Barreno Tustón Lisbeth Carolina; Toledo Villacis Marco Antonio; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoThe main objective of this research project is to evaluate the relationship between tourism promotion and rural customs in the canton of Quero, recognizing them as key elements for strengthening cultural identity and boosting local tourism development. The research is relevant in that it highlights the canton's traditional customs as resources that, when properly promoted, can generate economic, social, and cultural benefits. The methodology applied was based on a qualitative, inductive, and descriptive approach. A non-experimental, cross-sectional design was used, with an interpretive scope based on the experience of local actors. To collect information, a non-probabilistic convenience sample was selected, applying interviews with key informants and inventory files from the National Institute of Cultural Heritage (INPC). Among the results related to tourism promotion, strengths such as participation in fairs, a consolidated graphic identity, and the authenticity of messages were identified; however, weaknesses such as poor digital planning, low institutional coordination, and limited sustainable actions were also evident. In terms of rural customs, representative manifestations were identified that could be integrated into the tourism offer in a structured manner. Finally, as a proposal, a digital magazine based on these customs was designed in order to revalue the canton's intangible heritage and project it as a culturally attractive destination. It is concluded that it is necessary to articulate tourism promotion with cultural practices from a strategic, participatory, and sustainable perspective, incorporating new technologies and strengthening territorial identity as a differentiating element from other destinations.Item Las manifestaciones culturales y el turismo vivencial en el centro cultural tsáchila Mushily(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-01-20) Yancha Andi Joel Marcelo; Viteri Toro Maria Fernanda; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoThe Mushily tourist center offers an immersive experience through experiential tourism, being cultural manifestations part of the key elements for a tourism that is aware of the importance of safeguarding the tangible and intangible heritage and a harmonious coexistence between tourists and the host community. The research was based on the principles of moral economy, a theory that allows analyzing social phenomena from a focus on the impacts on its main actors; having as objective the analysis of the cultural manifestations that are part of the experience of experiential tourism offered in the Mushily tourist center. With a qualitative approach, the data were collected through direct observation and the approach to members of the community who are related to the tourist activities developed, using instruments that allow recording relevant characteristics; registration log of the Experiential Tourism phenomenon and INPC's heritage registration forms. The results obtained reflect that the offer of this center is based on activities that reflect its identity and at the same time help to safeguard its culture, creating high impact experiences. We conclude by highlighting the importance of generating tourist services aimed at educating tourists, given that cultural manifestations play a fundamental role in experiential experiences and without reaching the folklorization of the culture exposed to the tourist phenomenon.