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Modelo de Negocio para Complejo Comercial Turístico y Habitacional
(Universidad Católica de Cuenca, 2021) Loja Tintin, Marixa Liliana; Calle Masache, Oscar Rene; 0104877113
The present study consists of field research whose main objective is to create a business model for the Commercial, Tourist, and Housing Complex in the San Fernando canton of the province of Azuay. To this end, a feasibility study was conducted which included a market analysis to recognize the needs of the target public, a SWOT and PESTEL analysis, as well as financial analysis to determine the type of investment to be made, its structure, and the profitability that it will produce within 5 years. The results showed, first, the level of acceptance of creating this complex in the area, with 84% agreeing and considering it pertinent; second, the SWOT analysis showed, among the strengths and opportunities, that this complex could be a tourist reference for the San Fernando canton and neighboring cantons, as well as support for local economic development. Finally, the profitability of the project is expected from the first year of operation; however, the return on investment will take a little more than 5 years.