Diseño de la ruta turística del café en el cantón Santa Cruz, provincia de Galápagos

Abstract

The present investigation aims at designing the touristic coffee route in Santa Cruz canton, Galapagos province. Diagnosis information was gathered using field trips to analyze the current state. Surveys were applied to determine the market profile implementing the route. Having validated the destinations, 17 of these classified in II and III were identified. The market study showed the high national and foreign demand. The technical structure of Tierra de encuentros, aromas y sabores touristic coffee route comprising two tourism packages and the mix marketing strategy definition for its positioning was defined using the methodological reference of the water route posed by Ministry of Tourism (MINTUR) in 2008. For an appropriate tourism running, a participatory environmental or socio cultural management model was defined. From the environmental impact study, the route feasibility was determined. In relation to the financial and economic study, the initial investment was 232.210,84 with a net present value (NPV) of 10 440.20 and a cost/benefit of 1.77. The investment will be recovered in five years with an internal rate of return (IRR) of 27%. We recommend to work along with Ministry of Agriculture, Livestock, Aquaculture and Fisheries (MAGAP) to train coffee producers better.

Key words: Touristic coffee route, natural tourism destinations, marketing strategies.