Análisis de la valoración económica de los visitantes al sitio arqueológico de Yacuviña en el cantón Atahualpa.

Abstract

Abstract: This study analyzes the economic valuation of the services offered by the Yacuviña Archaeological Center (CAY), located in the Atahualpa canton, El Oro province, Ecuador. Through surveys and descriptive statistics, the profile of visitors was characterized, and econometric modeling was used to determine the factors influencing visitors' willingness to pay (WTP) for the services provided by CAY. The results indicate that the willingness to pay is $4.60, reflecting the importance of this site as an archaeological, cultural, and tourist resource. The variables that significantly influence WTP are gender, age, education, marital status (single), and the quality of the tour guide service. Additionally, the study highlights the need to strengthen the site's tourism offerings through strategies that enhance the visitor experience. Overall, this research emphasizes the importance of preserving CAY as a driver of economic and social development for local communities and the need to implement strategies that contribute to sustainable tourism in the region.