Training as a key to competitiveness: strengthening tourism service providers in the La Maná canton

Abstract

This article examines the importance of training and advisory services for the development of sustainable tourism in the La Maná canton, Ecuador. Despite the region's considerable tourism potential, the sector faces significant challenges related to service quality, business management, and food handling. The objective of this study, based on the "La Maná Tourist Destination" project, is to diagnose the current situation and propose an action plan to strengthen the skills and knowledge of local service providers. The implementation of personalized training and advisory programs is expected to improve the visitor experience, boost local economic growth, and position La Maná as a premier tourist destination. The study seeks to contribute to the understanding of how university-society engagement can be a catalyst for local economic and social development.