Emprendimientos productivos anclados al destino turístico Virgen de la Nube en la cima del Abuga

Abstract

This article aims to determine the entrepreneurship related to the Virgen de la Nube tourist destination at the top of the Abuga hill, through the exploration and description of the phenomenon, to support the Azogues canton's economic reactivation based on the main qualitative and quantitative variable. For this purpose, a mixed approach, experimental, probabilistic, and non-experimental design was used. Information was collected on 12 variables, 4 of them being the main ones for this research: Consumption Preference, Tastes and consumption, Length of Stay, and Cost Preference, through surveys applied to tourists, to know the current situation regarding the lack of tourist services . As a result, religious tourism has an enormous acceptance by tourists. The study determined positive data about the cultural attractions of the Azogues canton, so it is considered a great business opportunity for the sectors of this place. It is concluded that, in religious tourism, entrepreneurship is a fundamental basis for developing this sector, as they complement the satisfactory experience of visitors. It denotes a great competitive advantage for these places. According to the results of the measurement instrument, 43% of the tourists visit the place for religious reasons.