Optimization of cultural tourism in the canton of Santiago de Pillaro, province of Tungurahua, Ecuador: strategies to increase its attractiveness and competitiveness: Optimización del turismo cultural en el cantón Santiago de Píllaro, provincia de Tungurahua, Ecuador: estrategias para incrementar su atractivo y competitividad

Abstract

The research analyzes cultural tourism in the Santiago de Píllaro canton, province of Tungurahua, Ecuador. Propose strategies to improve its attractiveness and competitiveness. The problem identified is the absence of effective tourism strategies that take advantage of cultural heritage and promote sustainable tourism development, reflected in the low influx of visitors and the poor recognition compared to other national destinations. The objective of the study was to design cultural tourism strategies to promote tourist activity and position the canton in the travel market. The Delphi method was used to identify and prioritize strategies, which were evaluated by cultural tourism experts in three phases. In the preliminary phase, experts were identified using the competence coefficient (K). In the exploratory phase, the experts were asked if they agree on facilities, attractions, training, promotion and tourism marketing. The final phase confirms these aspects, underlining the need for adequate infrastructure and continuous training. Among the key strategies, training workshops and modernization of tourist infrastructures are proposed. In conclusion, Delphi was the methodology used to design clear strategies, and these strategies are the key results that can transform and strengthen tourism in the canton.