Carrera de Turismo

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Subject: 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.
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    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 Turismo
    The 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.