Evaluación de técnicas de clusterización de destinos turísticos de la ciudad de Loja, Ecuador

Abstract

Abstract: The city of Loja has an area of 1,883 km 2, has a variety of tourist attractions that have a unique architectural richness, flora and fauna; as example the Petrified Forest of Puyango, the Cathedral of Loja, Recreational Park Jipiro, and City Gate, among others. The techniques of clustering in tourist destinations in Loja, Ecuador, were analyzed with the objective of improving their management and promotion within the market. The methodology used was combined, that is, advanced statistical analysis was employed with participatory approaches, thus it was possible to identify patterns. The samples studied helped to classify them into significant clusters based on their characteristics. The results of this study allowed us to classify tourist attractions with different attributes into 6 groups, therefore optimizing and strengthening promotion strategies (marketing). In addition, it is better distributed the economic resources and contribute to the tourist development of Loja. In conclusion, the techniques help to ensure that tourism has long-term sustainability and competitiveness within the regional tourism sector.