Strategies to strengthen rural tourism in the Zumbahua parish, Pujilí canton

Abstract

This article was based on research aimed at strengthening rural tourism in the Zumbahua parish, Pujilí canton, through alternative strategies. A descriptive analysis was carried out that included specific techniques and instruments to collect the necessary data and achieve the expected results. Field research was carried out and a survey was applied. The data obtained were tabulated for analysis and allowed us to reach the following conclusions: Zumbahua has a high potential for rural tourism due to its natural and cultural attractions, especially the Quilotoa Lagoon. Tourists show interest in visiting the area and generally have a good experience. The tourist infrastructure is perceived as deficient. Improvements are needed in access roads, signage and the availability of basic services to make the tourist experience more satisfactory. The quality of tourist services also needs to improve. Training service providers in customer service, languages and business management can contribute to a better experience for visitors. Tourism has a mixed impact on the community. While it generates economic benefits and employment, there are also concerns about the rising cost of living, loss of cultural identity and environmental impact. There is a need to strengthen tourism management in Zumbahua with a tourism development plan, the promotion of community participation and the search for financing for tourism projects and to implement responsible tourism practices that protect the environment and local culture.