Diseño de un producto seguro de agroturismo en el cantón Babahoyo, provincia de los Ríos.

Abstract

The present work was carried out in the Babahoyo canton of the Los Ríos Province, its main objective to develop a safe agrotourism product through a diagnosis of the current tourism situation in the Babahoyo canton in order to analyze the current and potential demand of the community. The methodology used in this work is exploratory and descriptive using the deductive method, for which a questionnaire was structured to collect the primary information for data analysis. SPSS program was used, with the support of Excel. In terms of results, we have that the potential market investigated considers the Babahoyo canton as a destination where tourist activities are carried out mainly of a gastronomic nature. On the other hand, respondents perceive the idea of carrying out agricultural or community tourism activities on a very frequent basis, thus establishing a growing demand for the agrotourism product. For this reason, the proposal for four new safe agritourism products presented a high level of acceptance among the potential market investigated. Finally, the strategic development of these products through the analysis of the potential internal and external market, promotes the positioning of a growing enterprise in order to generate a brand related to agrotourism within the Babahoyo canton as well as the surrounding area.