From agriculture to tourism: new trends driving economic development
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The research examined emerging trends in agritourism and their economic impact in the province of Tungurahua. A mixed-methods approach was employed, combining qualitative and quantitative methods based on surveys conducted with tourists, local business owners, and representatives of the provincial and cantonal governments to identify emerging trends and their impact on agritourism activities. Subsequently, a SWOT analysis was performed to design strategies for strengthening the sector. Current agritourism trends, when combined with sustainable practices and knowledge acquired from the production system, resulted in positive economic impacts, with entrepreneurs increasing their income by 15% and creating one to five new jobs. Recommended strategies for improving agritourism included providing life experiences, training, institutional partnerships, experiential promotion, audiovisual campaigns, digital marketing, and promoting collaborative networks among local communities.
It was concluded that the most promising cantons for the growth of agritourism were Cevallos, Tisaleo, Patate and Píllaro, due to their capacity for income diversification, job creation and attraction of tourists to experiential activities
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