Diseño de una experiencia turística cultural a partir de la biodiversidad asociada a obras de arte en museos de la ciudad de Riobamba.

Abstract

At Riobamba city the museums have resources of great cultural and historical value, however, they have not been used as part of a tourist offer of the destination; therefore, this research aimed to design a cultural tourism experience, based on the biodiversity associated with works of art that belong to the museums of the city. In addition, the methodology implemented had a qualitative, non-experimental, and descriptive approach, having as the study population the visitors of the prioritized museums, obtaining information through methods, techniques, and instruments, such as surveys to determine the audience analysis, bibliography analysis, and field observation. This made it possible to determine a baseline on the biodiversity existing in the museums and the tourism activity they develop, as well as an analysis of the actors involved. An analysis of the interpretive potential of the nine species prioritized for this purpose in each of the museums was carried out, being the basis that finally allowed the design of a tourist experience, based on an analysis of the current demand for Riobamba in the period 2020 to 2022, together with an audience analysis to determine preferences and needs, a mapping of the proposed route, the itinerary and details of this with its components and budget for implementation. In this context, it was concluded that the proposed tourism experience can contribute to strengthening the offer destination in Riobamba and positioning itself in the market with alliances and actors linked to the value chain.