La promoción turística y las costumbres rurales del cantón Quero

Abstract

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.