Análisis del comportamiento de elección de actividades de entretenimiento en la provincia de Tungurahua.

Abstract

People's behavior in selecting a place and type of entertainment activity (EA) as part of a tourist activity or outing is based on various internal and external elements. The motivation to engage in AE both indoors and outdoors is considered to affect decisions regarding the destination and the tourism experience they want to experience. In addition, the perception and image of the destination are essential, since they directly influence the tourist's perspective regarding their selection and, consequently, their purchasing behavior. Based on the above, the objective of this study was to analyze the choice behavior of entertainment activities of mature adults (30-59 years old) in the province of Tungurahua. . The methodology used was qualitative-quantitative with a descriptive-exploratory research design, because it allowed the identification of the factors that influence the decision of users for an AE. Among the main findings is that the province of Tungurahua in each canton has attractions that many are unaware of. In addition, among the factors that motivate to select an EA are economic, mobilization, lack of knowledge and time. Respondents carry out AE both inside and outside the home, such as tourism, visiting emblematic places, attending public events, among others. The strategies considered were to manage publicity, provide training, conduct entrepreneurship workshops, create an information center, as well as improve trails and signage, and guarantee citizen safety.