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Universidad Estatal de Bolívar
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Tipo de ítem:Ítem, Gobernanza turística sostenible en la parroquia Simiátug del cantón Guaranda: autogestión y cohesión comunitaria del destino(Universidad Estatal de Bolivar, Facultad de Ciencias Administrativas Gestión Empresarial e Informática, Carrera de Hoteleria y Turismo, 2026-08-04) Macas Lozano, Ana Paula; Torres Cadena, Juan PabloThe rural parish of Simiátug, where the Kichwa language is spoken, located in the Guaranda canton of Bolívar province, has significant tourism potential that is limited by structural weaknesses in its governance system. The objective of this study was to analyze tourism governance in Simiátug based on the UNDP’s nine principles of good governance (participation, rule of law, transparency, responsiveness, consensusbuilding, equity, effectiveness and efficiency, accountability, and strategic vision). A qualitative methodology was employed, based on semi-structured interviews with nine key informants: public officials, private entrepreneurs, and a community representative selected through snowball sampling. The results reveal critical gaps in participation, transparency, responsiveness, and accountability, primarily associated with the lack of private-sector engagement, the absence of effective institutional channels, and the lack of a tourism registry. Significant gaps were also identified in the rule of law, effectiveness and efficiency, and strategic vision, while equity and consensus-building scored at a moderate level, reflecting agreements that fail to translate into concrete actions and remain merely words. Based on this assessment, the MINGA model (Integrated Governance Model for Self-Management) is proposed, which brings together stakeholders, roles, and implementation phases aimed at closing the identified gaps. The study concludes that strengthening collaborative governance is essential to establishing Simiátug as a sustainable and self-managed tourist destination.Tipo de ítem:Ítem, Marketing digital en el Museo Arqueológico y Centro Cultural de Orellana (MACCO), de la provincia de Orellana.(Universidad Estatal de Bolivar, Facultad de Ciencias Administrativas Gestión Empresarial e Informática, Carrera de Hoteleria y Turismo, 2026-08-04) Duarte Cortez, Carlos Javier; Del Salto Davila, Dolly SilvanaThe objective of this integration study is to propose digital marketing strategies to increase visits to the Orellana Archaeological Museum and Cultural Center (MACCO), located in the province of Orellana. This research was conceived and developed in response to the need to improve the museum’s digital channels in order to position it as a cultural attraction. From a scientific perspective, this study employed a mixed-methods (qualitative-quantitative) approach, grounded in pragmatism, with a descriptive-exploratory, non-experimental, crosssectional design. A technical audit of the digital channels (RACE Model) was conducted, along with structured interviews with the museum’s communications specialist and a Likert-scale questionnaire administered to a calculated sample of 63 actual visitors. The main results showed that, although the museum has a solid physical structure, its digital ecosystem is passively interactive. However, tourist demand revealed a high level of interest and willingness to adopt immersive technologies such as QR codes, 360° virtual tours, and Augmented Reality (AR). It is concluded that the implementation of an inbound marketing plan and internal digitization not only democratize access to archaeological heritage within the framework of current legal protections but also revitalize local tourism through technological self-management.Tipo de ítem:Ítem, Gobernanza turística sostenible en la zona alta de la parroquia Guanujo del cantón Guaranda: autogestión y cohesión comunitaria del destino(Universidad Estatal de Bolivar, Facultad de Ciencias Administrativas Gestión Empresarial e Informática, Carrera de Hoteleria y Turismo, 2026-08-04) Calero Zapata, Angie Adriana; Torres Cadena, Juan PabloSustainable tourism governance is a fundamental element for strengthening the development of rural destinations through the coordination of local stakeholders and the responsible use of tourism resources. The objective of this study was to evaluate sustainable tourism governance in the highlands of the Guanujo parish, Guaranda canton, by determining the level of community self-management and social cohesion in order to propose a governance model tailored to the territory. The study was conducted using a qualitative approach with a descriptive scope and a propositional focus. It involved a literature review of national and international governance models, semi-structured interviews with eight key stakeholders, and a stakeholder mapping exercise, the results of which were analyzed using the UNDP’s (1994) matrix of the nine principles of good governance. The findings revealed a reactive governance model characterized by the centralization of management within the Municipal GAD, the limited formalization of tourism ventures, and the lack of a permanent forum for coordination among stakeholders. In response to this issue, a sustainable tourism governance model was designed, consisting of five strategic components and a fourphase action plan spanning 18 months, aimed at strengthening participation, interinstitutional coordination, community self-management, and social cohesion within the destination, thereby contributing to the sustainable tourism development of the upper Guanujo area.Tipo de ítem:Ítem, Sendero interpretativo autoguiado para la valorización y conservación de los recursos naturales y culturales de la comunidad Mulidiaguan, parroquia Salinas, cantón Guaranda, provincia de Bolívar.(Universidad Estatal de Bolivar, Facultad de Ciencias Administrativas Gestión Empresarial e Informática, Carrera de Hoteleria y Turismo, 2026-08-04) Mosquera Chalco, Joselyn Alexandra; Muñoz Pandashina, Jose Alexander; Peña Guaman, Carlos OswaldoTourism has become a highly sought-after option for those seeking sustainable travel destinations. In this context, the Mulidiaguan community, in the parish of Salinas, Bolívar province, set out to design a self-guided interpretive trail that would contribute to economic, social, and environmental development, as well as to the conservation of natural and cultural resources. The methodology employed a mixedmethods approach, incorporating fieldwork, documentary analysis, and nonexperimental design, supported by the Scopus database and VOSviewer software for bibliometric analysis. In addition, the Interpretive Potential Index (IPI) questionnaire and a 26-question survey were used; the survey was validated by experts and via Cronbach’s alpha coefficient (0.91), which confirmed its excellent reliability. The results demonstrated that interpretation and tourist behavior aligned to develop strategies aimed at more conscious tourism. Furthermore, 14 natural and 3 cultural resources were identified, as well as a young adult audience with the intention of visiting the community. A design was proposed for the “Peña Blanca” self-guided interpretive trail—a loop trail of moderate difficulty, 8 km long, with 37 waypoints, complementary trail amenities, and an interpretive script aimed at those interested in ecotourism and culture. Finally, it was concluded that Mulidiaguan has the potential to develop innovative tourism initiatives focused on protecting the natural environment, generating fair economic benefits, and promoting the participation of the local population. Therefore, it is recommended to design products that complement the self-guided interpretive trail and to implement promotional strategies that take advantage of the technological boom.Tipo de ítem:Ítem, La motivación y el clima laboral de los empleados del GAD del cantón Guaranda, año 2026.(Facultad de Ciencias Administrativas, Gestión Empresarial e Informática. Carrera Gestión del Talento Humano. Licenciatura en Gestión del Talento Humano., 2026-08-03) Uquillas Punina Jennyfer Abigail; Núñez Aguiar Fátima Del RocíoLa presente investigación tiene como finalidad analizar la relación entre la motivación y el clima laboral de los empleados del Gobierno Autónomo Descentralizado del cantón Guaranda, durante el año 2026. La motivación y el clima laboral constituyen factores esenciales dentro de las organizaciones, debido a que influyen directamente en el desempeño, compromiso y satisfacción de los trabajadores. La investigación se desarrollará bajo un enfoque cuantitativo, con un alcance descriptivo y correlacional, utilizando técnicas de recolección de información como la encuesta aplicada a los empleados de la institución. Además, se emplearán métodos analíticos y sintéticos para interpretar los resultados obtenidos. A través de este estudio se pretende identificar el nivel de motivación de los trabajadores, evaluar las condiciones del clima laboral y determinar la relación existente entre ambas variables. Los resultados permitirán generar información relevante para fortalecer la gestión del talento humano y contribuir al mejoramiento del ambiente laboral dentro del GAD del cantón Guaranda.