Diseño de un modelo de negocio turístico sostenible basado en el turismo cultural y comunitario en el cantón El Tambo, provincia del Cañar

Abstract

This paper proposes a sustainable tourism business model for the El Tambo Canton, Cañar Province, based on cultural and community tourism. The research was developed using a mixed approach, integrating surveys to rural communities and entrepreneurs, as well as interviews with officials from the Intercultural Decentralized Autonomous Government El Tambo and the Ministry of Tourism, in order to identify strengths, limitations, and tourism opportunities within the canton. The results show operational tourist sites and a high level of interest among the local population in participating in tourism projects, although gaps in infrastructure, training, and promotion persist. The proposed model is based on the Triple Layered Business Model Canvas (TLBMC) scheme, which articulates economic, environmental, and social dimensions, integrating local actors into the provision of tourist services through third-party management with income from differentiated rates and commissions. This seeks to boost the local economy, revalue cultural identity, and guarantee inclusive and sustainable development, positioning El Tambo as a competitive and replicable destination in other rural territories.