Análisis del nivel de aceptación de los guayaquileños para realizar actividades relacionadas al enoturismo en modalidad virtual.

Abstract

The main objective of this research study is to analyze the level of acceptance of Guayaquil residents to carry out activities related to wine tourism in virtual mode. A market study was carried out to 369 people residing in the city of Guayaquil, to know whether they were willing to accept the enoturism activity and understand and to know the elements they consider most important when acquiring a service of this type, the options that showed the highest acceptance rate were virtual wine tasting courses, attendance at virtual events related to tasting and pairing, and virtual tours of the vineyard. On the other hand, the offer related to wine tourism in the city of Guayaquil was characterized to know the state in which they were, because the pandemic of Covid-2019 has generated havoc in all economic and social sectors of Ecuador, so these activities related to the tourism sector were not the difference. Finally, a total of seven strategies with fourteen actions were proposed, considering the results obtained by the market study and the trends set by the population in it.