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Marketing de contenidos y su influencia en la percepción de marca del patronato municipal de Latacunga
(Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Mercadotecnia, 2026-10-19) Bustamante Zambonino, Jefferson Alexander; Sánchez Pallo, Edison Rolando
The research aimed to analyze content marketing and its influence on brand perception of the Municipal Patronage of Latacunga. For this purpose, a mixed-method approach was employed, with a descriptive-correlational level and a non-experimental design, based on the application of a Likert-scale questionnaire to a sample of 372 individuals, in addition to a semi-structured interview directed to the head of the Social Communication department. The results obtained through Spearman's Rho correlation coefficient showed a relationship of 0.627 with a significance level of .000, indicating a positive correlation between the variables of content marketing and brand perception. Furthermore, the results demonstrate that content marketing positively influences the institutional perception of the Patronato. Content marketing oriented toward the generation of valuable content showed greater influence on community perception, as a considerable proportion of the sample reported identifying useful information about the services offered by the institution through its digital content. Likewise, the interaction and engagement dimension presented a lower level of influence compared to the other analyzed dimensions. This result highlights the need to strengthen digital interaction to promote greater communication between the institution and the community. In conclusion, the results confirm that content marketing influences the perception that citizens have of the Municipal Patronage of Latacunga, demonstrating that effective digital content management contributes to strengthening institutional communication and improving the relationship with the community.
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Diversidad de aves y su potencial para el desarrollo del aviturismo en la parroquia el Tingo la Esperanza Cotopaxi - Ecuador
(Universidad Técnica de Cotopaxi (UTC). La Mana. Turismo, 2026-10-19) Andino Muñoz, Emily Aylin; Núñez Muñoz, José Luis
The present study aimed to analyze bird diversity and its potential to promote birdwatching tourism in the parish of El Tingo La Esperanza, located in Pujilí canton, Cotopaxi province, Ecuador. The research was conducted in the Yungañán sector, situated along the road to Choasillí, on the foothills of the western Andes, at elevations ranging from 2,000 to 2,500 m a.s.l. The study area corresponds to an Andean cloud forest ecosystem, characterized by remnants of primary forest and areas disturbed by agricultural activities. Monthly field observations were carried out for approximately one year, establishing nine monitoring points distributed along a trail of approximately three kilometers. Species records were obtained through direct observation, photographic evidence, and support from the Merlin Bird ID application.
The study identified 80 bird species, grouped into 10 orders and 27 families, demonstrating significant avifaunal richness in the study area. Data analysis was performed using PRIMER 7 software. Abundance data were assessed through univariate diversity indices. Species richness per station ranged from 21 to 38 species, while total abundance varied between 36 and 58 individuals.
Station 9 (EST 9) showed the highest values of species richness and abundance, with 38 species and 58 individuals, establishing it as the point with the greatest ecological presence along the trail. The Margalef index ranged from 5.539 to 9.112, indicating relevant species richness across all sampling points. Pielou’s evenness index presented values between 0.9202 and 0.9659, suggesting a balanced distribution of individuals among the recorded species. Likewise, the Shannon–Wiener index ranged from 2.904 to 3.508, reflecting moderate to high diversity, while Simpson’s index showed values close to 1, ranging from 0.9525 to 0.9825, confirming low dominance by a few species.
The results demonstrate that the Yungañán sector supports a diverse, balanced, and ecologically important bird community, favored by the presence of cloud forest, low tourism pressure, and landscape heterogeneity. From a birdwatching tourism perspective, the recorded diversity represents a strategic natural resource for promoting bird observation activities. In this regard, the parish of El Tingo La Esperanza presents favorable conditions for the development of a sustainable birdwatching route, provided that habitat conservation actions, interpretive signage, community training, and periodic avifaunal monitoring are incorporated.
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El día de los difuntos como expresión del patrimonio cultural inmaterial en comunidades andinas del Ecuador, caso de la parroquia Zumbahua, provincia de Cotopaxi
(Universidad Técnica de Cotopaxi (UTC). La Mana. Turismo, 2026-10-19) Aguilar Mora Washington René; Núñez Muñoz, José Luis
The Day of the Dead is one of the most significant expressions of the intangible cultural heritage of the Andean communities in Ecuador, as it strengthens cultural identity, collective memory, and ancestral traditions. This study aimed to analyze the Day of the Dead as an expression of intangible cultural heritage and its contribution to cultural tourism in Zumbahua Parish, Cotopaxi Province. A quantitative approach with a descriptive, non-experimental research design was employed. The sample consisted of 304 participants, including 203 residents and 101 tourists, selected through non-probability convenience sampling. Data were collected using two structured questionnaires based on a five-point Likert scale. The reliability of the instruments was assessed using Cronbach's alpha, obtaining values above 0.90 for all dimensions, indicating excellent internal consistency. The results revealed a positive perception of both intangible cultural heritage and cultural tourism, with mean scores above 4.0 and statistically significant positive correlations among the analyzed dimensions. The findings indicate that participants recognize the cultural value of the Day of the Dead and its potential to promote sustainable cultural tourism while strengthening community identity and preserving ancestral traditions. It is concluded that this celebration remains a living expression of intangible cultural heritage with significant potential to foster sustainable cultural tourism in Zumbahua Parish, provided that conservation strategies, community participation, and intergenerational transmission are strengthened to preserve its authenticity and cultural significance.
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Marketing de contenidos de Multisa supermercados y su relación con el comportamiento del consumido
(Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Mercadotecnia, 2026-08-12) Caiza Calugullin, Jostin Daniel; Portugal Guaman, Widinson Ismael; Miño López, Solange Melissa
The purpose of this study was to analyze the relationship between the content marketing implemented by Multisa Supermercados and consumer behavior in the city of Latacunga. The research addressed the need to understand how content strategies disseminated through social media influence customers' decisions and preferences within an increasingly digitalized commercial environment. Methodologically, the study followed a quantitative approach with a descriptive and correlational scope, a non-experimental cross-sectional design, and the deductive method. Data were collected through a structured 26-item questionnaire, measured with a five-point Likert scale and administered in person to a sample of 188 consumers between 20 and 40 years of age, selected by convenience at the San Felipe, La Estación, and San Sebastián branches. The instrument was validated through expert judgment and reached a Cronbach's alpha coefficient of 0.949, processed with IBM SPSS Statistics version 27, reflecting excellent reliability. The results, analyzed through Spearman's correlation coefficient, yielded a Rho value of 0.698 with a significance of p < 0.05, showing a considerable positive correlation between both variables and allowing the alternative hypothesis to be accepted. It was concluded that content marketing is significantly related to consumer behavior, with exclusive promotions, saving tips, recipes, and entertainment videos being the most preferred types of content
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Calidad del servicio y fidelización del cliente: caso de estudio supermercado Poaquiza, 2026
(Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Mercadotecnia, 2026-08-12) Azas Poaquiza, Holger Adrian; Cárdenas, Milton Marcelo
This study analyzes the degree of association between service quality and customer loyalty at the Poaquiza Supermarket, located in Salcedo canton, in a context of growing competitive pressure from larger supermarket chains. The research was conducted using a quantitative approach, a non-experimental and cross-sectional design, and a correlational scope. A structured questionnaire consisting of 35 items was administered to a sample of 272 customers. The questionnaire was based on the SERVPERF model to measure service quality (20 items distributed across five dimensions) and on a multidimensional conceptualization of loyalty (15 items distributed across five dimensions). The instrument obtained a Cronbach's alpha coefficient of 0.990. In addition, a situational analysis was conducted based on direct knowledge of the establishment and information provided by its management. The descriptive results showed predominantly high perception levels for both variables; reliability and empathy were the most highly rated dimensions, while responsiveness and repurchase intent showed the greatest room for improvement. Spearman's rho coefficient identified 25 positive and statistically significant associations between the dimensions of both variables (ρ 0.613 and 0.745; p < 0.01), among which the relationship between reliability and recommendation stood out (ρ = 0.745). It is concluded that perceived service quality is consistently associated with customer loyalty, though this does not imply causality. Based on these findings, recommendations are proposed aimed at strengthening service and conducting periodic monitoring using the validated instrument