Análisis de la competitividad de las microempresas del sector turismo del cantón La Troncal de la provincia del Cañar, período 2022 - 2023

Abstract

Abstract: This research focused on evaluating the level of competitiveness of microenterprises in the tourism sector in the canton of La Troncal . A descriptive methodology with a mixed approach was used, which included the use of a survey to assess competitiveness in 8 dimensions according to the UTPL Business Observatory model, and interviews to determine the importance of these dimensions from the perspective of entrepreneurs. The results revealed that 60% of the microenterprises in the tourism sector in the canton of La Troncal are in a medium-low range of competitiveness. This highlights the need to establish strategies that allow them to improve their competitiveness and sustainability in the future. As a result of the research, a series of strategies is proposed to strengthen the dimensions of strategic planning, marketing, accounting and finance, environmental management and information systems, which obtained a lower score in the competitiveness model of the UTPL Business Observatory. Based on these findings, it is suggested that specific actions be implemented to improve in these areas and thus contribute to the growth and development of microenterprises in the tourism sector in the canton of La Troncal.