Apreciación e interés de los italianos de Milán con respecto al etno turismo Saraguro, provincia de Loja, año 2022

Abstract

Abstract: Ethnic tourism as an alternative to economic development in Saraguro have made it possible to carry out this research with the aim of attracting new markets to the province of Loja. With this purpose, he begins by asking himself: How to get to the Milanese market? To answer this question, it is necessary to investigate how the Saraguro tourist offer is perceived in Italy, Milan, if the Milanese population would be interested in visiting it. With this background, discover the problems that prevent positioning itself as an attractive tourist destination for the Milanese. The research is based on the field study of a representative sample of the Milanese population through a questionnaire of seventeen questions elaborated with the necessary variables to obtain the required information and to know the profile of the Milanese tourist, their preferences, the expectations in relation with the place and with the activities that are offered taking into account the results, propose corrective measures such as the proposal of a marketing plan that allows you to spread the tourist offer and attract potential customers.