Turismo en la zona alta de Simiátug: análisis para la diversificación y consolidación del destino, año 2025.

Abstract

This research aimed to design tourism products that contribute to the diversification and consolidation of the destination in the highlands of the Simiátug parish, Guaranda canton, Bolívar province. The methodology employed was a mixed-methods approach, with a nonexperimental, cross-sectional design. Techniques such as direct observation, interviews with local stakeholders, document analysis, and surveys of tourist demand were used. This allowed for the characterization of tourist attractions and service providers, as well as the identification of demand segments and preferences. The main results demonstrated the existence of natural and cultural resources with high tourism potential and a preference among visitors for nature tourism, adventure tourism, and community-based tourism experiences. Furthermore, visitors prefer digital media for information when making travel decisions, thus highlighting the need to strengthen the promotion and positioning of the destination. Based on these findings, viable tourism products were developed that integrate the attractions of the communities of Rayo Pamba, Cocha Colorada, and El Tingo, incorporating activities such as hiking, environmental interpretation, cultural immersion, and observation of the Andean landscape, flora, and fauna, all under criteria of sustainability, community management, and environmental conservation. In conclusion, the highlands of Simiátug have favorable conditions for the development of nature and adventure tourism, provided that appropriate planning and organizational processes are implemented, infrastructure is progressively improved, and tourism services are strengthened. It is recommended that the gradual implementation of the designed products be promoted and that digital promotion strategies for the destination be strengthened.