El turismo cultural y patrimonio intangible de la parroquia la matriz, cantón Ambato

Abstract

Cultural tourism has been a key driver in the tourism development of many cities, however, in the case of the La Matriz parish, Ambato canton, there is a tendency to relegate this segment due to the rise of other tourism modalities. This study aims to analyze the current situation of cultural tourism and the level of appreciation of intangible heritage by the local population, especially young people. Through a qualitative approach based on a case study, techniques such as the inventory of tourist attractions and interviews with experts were used to identify the strengths, weaknesses and opportunities of the sector. The results obtained reveal a worrying disconnection between new generations and their cultural legacy, which raises the need to implement strategies to revitalize interest in cultural tourism and promote heritage conservation. The findings of this research reveal an insufficient appreciation of the city's rich cultural tourism and intangible heritage. Furthermore, there is a general lack of knowledge about cultural tourist routes, which restricts the growth potential of this industry. Despite having a rich history and traditions that distinguish it, inhabitants and visitors do not always recognize the value of these elements as tourist attractions. This situation represents an opportunity to develop strategies that promote the valorization and enhancement of intangible heritage, thus strengthening local identity and the development of cultural tourism.