Análisis de la percepción de los actores involucrados sobre la organización y ejecución de la Feria de Loja, periodo 2017

Abstract

Abstract:The human being lives exposed to the perception all the time thanks to the senses, it is the entrance to the understanding of the needs of the client and how these are being satisfied. This research contributes to the study of trade fair benefits through the analysis of the perception of three actors: entrepreneurs, visitors and organizations supporting entrepreneurs. The focus of this study was qualitative-quantitative using as methodology the replica of the "Study of the influence of strategic variables determining participation in trade fairs" conducted in Spain by (Moreno, Reinares and Saco, 2007). The results found for the actors present a positive perception: entrepreneurs (84%) and visitors (89%) in the Likert scale, for the organizations an interview was applied based on the expectations towards the Loja fair and its participants, which showed the interest in economic, social and cultural growth at a national and international level, promote innovation, production and trade through the oldest fair in Ecuador.