El impacto de la gastronomía local en la elección de lugares turísticos en el Cantón Riobamba

Abstract

In Riobamba Canton, local gastronomy is an important cultural element. However, how this factor affects tourists' decisions and how it could have been used to boost tourism in the area had not been studied in depth. Therefore, the main objective of this research project is to carry out a study on the impact of local gastronomy for the selection of tourist sites in the canton of Riobamba. For this purpose, a non-experimental methodological process was carried out, using a quantitative approach with an inductive method, which made it possible to determine whether the hypotheses formulated were valid and supported by the measurements and statistical studies carried out on the corresponding variables. The main technique for data collection was a survey using a structured questionnaire with a 5-point Likert scale. This questionnaire was administered to a sample of 300 domestic tourists selected through non-probability convenience sampling. In addition, an exhaustive literature review was carried out to complement the rationale for the study. As results of the data processing, partial least squares (PLS) path modeling and structural equation modeling (SEM) were used to verify whether aspects such as the quality of traditional dishes, the authenticity of the local gastronomy, the atmosphere in restaurants and culinary aspects have a significant influence on the choice of Riobamba as a tourist destination. It was concluded that, indeed, the three variables mentioned above are determinant in this tourist choice; however, culinary aspects are not relevant in their decision to visit. As part of this project, a complete digital guide was developed for academic and business purposes, which will contribute to the placement of this destination and the promotion of local gastronomic tourism.