El arte urbano y el entorno turístico de la ciudad de Ambato

Abstract

This study aims to analyze the impact of urban art on the tourist environment of the city of Ambato, specifically through its murals. It seeks to explore how these artistic expressions affect the perception of tourists and the local community, in addition to evaluating their influence on the development of tourism in the city. The importance of this research lies in the potential of urban art as a tool for the revaluation of urban spaces, promoting the cultural identity and tourist attractiveness of Ambato. The methodology used includes a qualitative approach through direct observation, interviews with key actors in the tourism sector, and the analysis of representative murals located in various areas of the city. It was complemented with a mapping of the murals and the creation of tourist environment files for each work. The results indicate that urban art contributes to strengthening local identity, generates a new tourist attraction and encourages positive interaction between tourists and inhabitants. The conclusions highlight the importance of integrating urban art into the city's tourism promotion strategies, as well as the need to promote its preservation and valorization as part of the cultural heritage of Ambato, achieving a balance between modernity and tradition.