Propuesta de estrategias de innovación para la conectividad terrestre turística de la ciudad de Cuenca 2021

Abstract

Abstract: The present proposal of innovation strategies for the tourist land connectivity of the city of Cuenca 2021, bases its study on the analysis of supply and demand, as well as external factors (opportunities and threats) and internal factors (strengths and weaknesses).The mixedmethod, qualitative and quantitative, and the application of the techniques of the survey (applied to170 users)and the interview (applied to 6 companies of tourist ground transportationof the city of Cuenca). According to the results obtained, the following strategies have been proposed based on alliances, product, price, internal -external collaborators and operative. For the development of these strategies, the 5W 2H method was used, based on the following questions: Who is going to do it, what is going to be done, where is it going to be done, why is it going to be done, how is it going to be done, and how much is it going to cost?) In this way, it will be possible to provide quality services to passengers and promote the growth of tourism enterprises.