Análisis del perfil del visitante en relación a los factores psicográficos en un atractivo turístico natural. Caso de estudio: Laguna Llaviucu, Parque Nacional El Cajas, Ecuador

Abstract

The objective of this work was to determine the visitor profile through the characterization of the tourist demand in the Llaviucu Lagoon, located in the Cajas National Park, south of Ecuador. This profile described sociodemographic and psychographic factors and characteristics of the trip. The methodology applied in this research is quantitative, descriptive and cross sectional. To assess the current demand situation, data collection and analysis techniques were used. Following Wunsh's criteria, 384 surveys were applied to national and foreign visitors, to identify their needs, preferences, motivations and levels of satisfaction with the services and infrastructures of the lagoon, considering 95% confidence and 5% error margin in the surveys carried out. The results offered a detailed view of the visitor's profile, providing information for the development of effective strategies that enhance this lagoon as a tourist place of relevance in both the national and international markets. This study not only contributed to the existing literature on tourism within this protected area, but also provided a solid foundation for future research in the region. Finally, it was concluded that the diversification and improvement of services and infrastructures, together with the promotion of experiences, are key to increasing the number of visitors in this sector.