Propuesta para la creación de estrategias de promoción para el fomento del turismo religioso experiencial en la ciudad de Ibarra
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Date
2023
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Volume Title
Publisher
PUCE - Ibarra
Abstract
San Miguel de Ibarra se destaca notablemente por su innegable potencial en el ámbito turístico, ya que alberga grandiosas e impactantes iglesias que son elementos esenciales en la rica herencia cultural y religiosa de la localidad. Estas magníficas construcciones arquitectónicas ejercen una atracción magnética sobre los visitantes que buscan diversos propósitos, como descanso, enriquecimiento espiritual, inmersión cultural y otros fines igualmente variados. En este contexto, el propósito central de la presente investigación radica en la evaluación del potencial intrínseco del turismo religioso experiencial en la región, simultáneamente con la formulación de estrategias promocionales destinadas a optimizar el desarrollo de esta modalidad turística. La metodología propuesta para el estudio se basa en un enfoque de investigación híbrido que combina elementos cualitativos y cuantitativos. Asimismo, se valora la aplicación de enfoques analítico-sintéticos y deductivos para orientar la investigación de manera efectiva. Para enriquecer esta estructura, se incorporan de manera integral tres técnicas de investigación fundamentales: observación, entrevistas y encuestas. Para lograr este objetivo, se opta por una muestra de conveniencia no probabilística, involucrando a un conjunto de 166 turistas que visitan diversas iglesias en el cantón de Ibarra. Los resultados obtenidos generan una visión detallada de la situación actual del turismo religioso en el mencionado cantón, al tiempo que profundizan la comprensión de los factores que motivan a los turistas a elegir estos lugares de culto como destinos. Se llega a la conclusión de que el turismo religioso brinda considerables beneficios al proporcionar experiencias enriquecedoras y evocadoras a cada individuo que opte por participar en esta forma de actividad turística.
San Miguel de Ibarra stands out notably for its undeniable potential in the tourism field, as it is home to grandiose and impressive churches that are essential elements in the rich cultural and religious heritage of the town. These magnificent architectural constructions exert a magnetic attraction on visitors seeking various purposes, such as rest, spiritual enrichment, cultural immersion and other equally varied purposes. In this context, the central purpose of this research lies in the evaluation of the intrinsic potential of experiential religious tourism in the region, simultaneously with the formulation of promotional strategies aimed at optimizing the development of this tourism modality. The proposed methodology for the study is based on a hybrid research approach that combines qualitative and quantitative elements. Likewise, the application of analytical-synthetic and deductive approaches is valued to guide research effectively. To enrich this structure, three fundamental research techniques are integrally incorporated: observation, interviews and surveys. To achieve this objective, a non-probabilistic convenience sample is chosen, involving a group of 166 tourists who visit various churches in the canton of Ibarra. The results obtained generate a detailed vision of the current situation of religious tourism in the aforementioned canton, while deepening the understanding of the factors that motivate tourists to choose these places of worship as destinations. It is concluded that religious tourism provides considerable benefits by providing enriching and evocative experiences to each individual who chooses to participate in this form of tourist activity
San Miguel de Ibarra stands out notably for its undeniable potential in the tourism field, as it is home to grandiose and impressive churches that are essential elements in the rich cultural and religious heritage of the town. These magnificent architectural constructions exert a magnetic attraction on visitors seeking various purposes, such as rest, spiritual enrichment, cultural immersion and other equally varied purposes. In this context, the central purpose of this research lies in the evaluation of the intrinsic potential of experiential religious tourism in the region, simultaneously with the formulation of promotional strategies aimed at optimizing the development of this tourism modality. The proposed methodology for the study is based on a hybrid research approach that combines qualitative and quantitative elements. Likewise, the application of analytical-synthetic and deductive approaches is valued to guide research effectively. To enrich this structure, three fundamental research techniques are integrally incorporated: observation, interviews and surveys. To achieve this objective, a non-probabilistic convenience sample is chosen, involving a group of 166 tourists who visit various churches in the canton of Ibarra. The results obtained generate a detailed vision of the current situation of religious tourism in the aforementioned canton, while deepening the understanding of the factors that motivate tourists to choose these places of worship as destinations. It is concluded that religious tourism provides considerable benefits by providing enriching and evocative experiences to each individual who chooses to participate in this form of tourist activity
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Keywords
Potencial turístico, Ibarra, Iglesias