Análisis de la promoción turística de los espacios naturales y culturales del cantón Zaruma.

Abstract

Because of the scarce tourism promotion of Zaruma Canton in relation to its natural and cultural charm, many people are unaware of what hides the "Sultan of El Oro". Zaruma is a magical town that has many attributes that have given it over the years to be a City of National Tourist Interest, Cultural Heritage of Ecuador and Magical Town. That is why this research aims to analyze the tourism promotion of the natural and cultural areas of the Zaruma canton through tools that allow it to improve its competitiveness in the tourism market of the province of El Oro. A non-experimental methodology of a descriptive exploratory nature with a qualitative and quantitative approach was used. The people involved in the study were the community, tourists and tourism professionals. The results show that the lack of management by governmental institutions in relation to promotion and diffusion has caused the resources of the canton to be abandoned. In addition, the community is willing to help these attractions to have a greater scope in relation to promotion, also the service providers of the community want to join to be part of the changes made by the municipal government to generate more income in relation to tourism