Recuperación de saberes sobre el uso de plantas medicinales para identificar alternativas de emprendimientos relacionados al turismo en la comunidad Pungalá, cantón Riobamba

Abstract

This technical Project aimed to recover ancestral knowledge on the use of medicinal plants to identify alternatives in the tourism business ni the Pungala community, Riobamba canton. On the other hand, this study compiles information on plant species and ancestral uses given ot them ni the community. The information was systematized through a digital catalog, and then a classification of the species was made to elaborate an ethnobotanical study, with those that were prioritized we proceeded ot identify the alternatives of tourism-related enterprises, which were later schematized using the CANVAS method. The results show that 13 plant species with medicinal properties were identified, in addition to establishing, through the classification and analysis of data, asingle idea for a global enterprise ni which the prioritized medicinal plant species are also given greater relevance. Therefore, hte characterization of the proposed venture alternative includes a description of the value proposition, market segment, channels, relationship with clients, sources of income, cost structure, resources, activities, and key partners. To sum up, the venture proposal can be employed and then commercialized to benefit the community.