Browsing by Author "Rodríguez Velasco, Geovana Alejandra"

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    Perfil del turista de salud que visita la provincia de Pichincha
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi (UTC), 2024-08) Rodríguez Velasco, Geovana Alejandra; Sampedro Arrieta, Milton Alberto
    The objective of this research was to describe the profile of the health tourist who visits the province of Pichincha. The study focused on the identification of the demographic, socioeconomic, motivational and preference characteristics of tourists, providing key data that allows improving the tourism offer and available services. The choice of Pichincha as a study area was justified by its growing popularity as a destination for health tourism. However, despite its importance, there is limited understanding of the tourist profile, which limits the sector's ability to maximize its potential. The project sought to fill this knowledge gap, providing updated and relevant data that was used to improve the tourism offer and contribute to local economic development. The research adopted a qualitative approach, since the structured survey was carried out on a representative sample of tourists, using as an instrument a questionnaire designed to obtain information on key variables such as age, gender, income level, reason for the trip, and preferences in health services, the data collected were analyzed in Ecxel software. The results revealed that the health tourists who visited Pichincha during the study period were between 18 and 55 years old, the majority being Ecuadorian, they showed a high educational level and belonged to a medium-low socioeconomic stratum, their main motivations included search for specialized medical treatments at a competitive cost, as well as the combination of these treatments with health activities in a natural environment, likewise, accommodation preferences included hotels, inns that offered spa services, alternative therapies, yoga and detoxification programs of the body, an informative bulletin was also produced that addressed specific topics of health tourism. The study concluded that the profile of the health tourist in Pichincha is made up of a demanding segment that values both the quality of medical services and the possibility of enjoying nature. These findings highlight the importance of maintaining high quality standards in health tourism infrastructure and services in the province, as well as developing targeted marketing strategies that attract this market segment. In addition, the need to promote sustainability and collaboration between the public and private sectors was highlighted to ensure a balanced and sustainable development of health tourism in Pichincha.