Análisis de la implementación de procesos de calidad de turismo sostenible y su impacto en la imagen del destino turístico. Estudio de caso: Destino Mindo,

Abstract

This research project sought to determine whether the different quality processes implemented contribute significantly and positively to the image of a tourist destination, Mindo parish in Chimborazo province was taken as a case study because it is considered a potential destination. Hence, 15 cognitive and 2 affective attributes were identified and validated by consulting experts. Through a retrospective analysis, the perception of the destination's image was determined, prior to the application of quality processes; therefore, 3 quality processes that were implemented in the destination were identified and characterized, also surveys were developed that were applied to 54 business owners, 380 national tourists and 377 foreigners to evaluate the image of the destination. The indicators with the greatest impact were identified, the same ones that are aligned with the management areas of the quality processes implemented. In addition, a proposal was prepared based on the indicators identified such as the system for evaluating and monitoring the image of the Mindo city tourist destination, with 16 attributes, 17 verified indicators, 1 form and 1 instructional with protocols, 3 matrices, and criteria for each stage of the system. By means of the Chi-square test, a positive impact of the application of quality processes on the destination image could be verified. The socialization and implementation of the Mindo destination image evaluation and monitoring system (SESIDM), were recommended to contribute to the continuous improvement of quality and tourism development in Mindo.