Competitividad turística de la ciudad de Riobamba valorada mediante análisis multivariante y alternativas para la consolidación como destino turístico.

Abstract

The tourist competitiveness of Riobamba (CTR) (by its Spanish acronym) was evaluated according to the perception of the agents involved, on a management, product quality, and positioning; to define consolidation alternatives as a tourist destination with impact control of the city, during 8 months of survey to 15 Authorities, 35 service providers and 96 students of Ecotourism-ESPOCH. The hypothesis was verified through ADEVA, descriptive measures and logistic regression for dichotomized variables. The CTR was analyzed, according to the Management Efficiency in tourism management (EGT), Quality of the Tourist Product (CPT), and Tourist Possession of Riobamba (PTR); and the Economic Impact (IE), Social Impact (IS) and Environmental Impact (IA), as a result of CTR. With low percentages of survey respondents, the condition of the CTR, EGT, CPT and PTR, as well as IE and IS according to CTR, is ACCEPTABLE. In the environmental aspect, negative effects are noticed. The correlation between CTR and the tourism variables is high and positive (P<0.01). The IE and IS are positive and related to the CTR; with the AI, the correlation is negative (P<0.01). Logit models significantly predict CTR results. The tourism variables are good predictors of CTR (P<0.01) and this one of IE, IS and IA. The (P<0.01). hypothesis is accepted. To apply the Proposal that constitutes Riobamba into a tourist destination, without affecting the environment.