e3 — Revista de Economia, Empresas e Empreendedores na CPLP

CULTURAL TOURISM PRODUCT FOR THE CANTON GENERAL VILLAMIL PLAYAS, ECUADOR

Alba Verónica Caicedo Barreth — 2026-05-01

The present investigation focused on analysing the customs and traditions of the General Villamil Playas canton in Ecuador, with the primary objective of designing a cultural tourism product. A non-experimental research approach was used, which adopts a mixed methodology, integrating quantitative and qualitative elements. To carry out the analysis, the population of tourists who visit the canton annually was considered, yielding a sample of 384 individuals, based on which the visitor's profile was made, examining their interests, behaviours and preferences, to provide a clearer vision of how cultural tourism products that are attractive and relevant to them can be developed and promoted. The main finding of the research was the identification of activities that can be used as cultural attractions in General Villamil Playas and their link to other available tourism resources, representing a substantial opportunity for the development and promotion of authentic and attractive cultural tourism products. In conclusion, a tourist product is proposed that can be operated autonomously or by local servers, with a route and challenges designed to promote visits to the route and to local service providers associated with the region's cultural environment.

LEARNING STRATEGIES (ACRA) AMONG UNIVERSITY APPLICANTS FOR THE TOURISM DEGREE: A STRUCTURAL EQUATION MODELING AND NEURAL NETWORK APPROACH

Mikel Ugando-Peñate — 2026-05-01

Learning strategies play a fundamental role in the development of academic and professional competencies in the field of tourism, particularly during the transition to higher education. This study analyzes learning strategies based on the ACRA model among university applicants to the Tourism degree, using a combined approach of neural networks and structural equation modeling (SEM). A quantitative, correlational-explanatory, and cross-sectional design was employed, with a probabilistic sample of 136 Tourism students from the Pontificia Universidad Católica del Ecuador. The abbreviated version of the ACRA questionnaire was applied, which evaluates cognitive and control strategies, learning support strategies, and study habits—key competencies for training in dynamic, service-oriented contexts such as the tourism sector. Data analysis was conducted using SPSS 25 and AMOS 24 software. The results show high internal consistency (α = 0.912; ω = 0.912) and factor loadings above 0.70, confirming construct validity. The KMO index (0.811) and Bartlett’s sphericity test (p < 0.001) support the adequacy of the factor analysis. Furthermore, significant structural relationships were identified, with strong associations between cognitive strategies and learning processes (0.80), and moderate associations with study habits (0.63), in line with self-regulated learning principles. In conclusion, the ACRA model is confirmed as a valid and reliable instrument for evaluating learning strategies among university applicants in the tourism field, providing relevant empirical evidence for improving educational processes and decision-making in higher education oriented toward tourism.

THE INFLUENCE OF TRAVEL AGENCIES’ CORPORATE SOCIAL RESPONSIBILITY ACTIONS ON THE PURCHASE DECISION OF LIMA VACATIONERS

Hikari Flores — 2026-05-01

Corporate Social Responsibility (CSR) involves a set of actions that companies apply to give back to society and the environment for carrying out an economic activity. In general, CSR actions are attractive to consumers and investors due to the growing demand for sustainable services; however, there is still a need to investigate this trend in the field of tourism, more specifically, in travel agencies. Therefore, the purpose of this research was to determine whether CSR actions influence the purchasing decisions of Lima vacationers in Peru through a mixed methodological approach that included in-depth interviews with travel agents and surveys of Lima vacationers. The study identified the CSR actions undertaken by travel agencies, determined the benefits of implementing CSR and established the importance of CSR actions for Lima vacationers. The main finding was that CSR practices influence the decision of Lima vacationers to buy tourism services and the amount of money they are willing to pay for them, which contradicts the opinion of travel agents, who underestimated its importance. It is suggested that travel agencies offer more participative CSR activities and improve their communication of their sustainable practices to gain their clients’ trust and loyalty.

DIGITAL MARKETING IN THE TOURIST RESORTS OF TERRAS DE TRÁS-OS-MONTES

Elsa Esteves — 2026-05-01

Tourism in rural areas has experienced an evolutionary demand, considering new needs and trends in tourist consumption. The promotion of the various rural tourism enterprises must, like other businesses, be accompanied by using digital strategies and tools. Thus, the main objective of this research is to assess the use of digital marketing and its tools for promoting rural tourism enterprises in Terras de Trás-os-Montes. We opted for a qualitative methodology with semi-structured interviews with the managers of the enterprises in the study region, to find out their point of view on the application of digital marketing. The results reveal that the entities recognize digital marketing as an essential tool for business survival and growth. They consider that they use social networks in a "superficial" way to promote regional events, publicize seasonal activities that can be practiced by guests and promote the enterprise. Their weakness is the lack of knowledge they have in digital marketing to apply more tools and optimize the ones they already use.

INDICATOR MANAGEMENT MODEL FOR TOURISM VENTURES IN ECUADOR

Jessica Quispe — 2026-05-01

Due to the need to achieve quality in the tourist services offered by the ventures in the different communities, the aim is to design a system of indicators which contribute to the intervention of a sustainable management model. The methodology to be used has a qualitative approach. exploratory type, where historical studies and analysis of theories were carried out, considering a bibliography of several authors who contributed to the design of analysis of quality indicators for tourism companies. The information analyzed allows us to present a management model of indicators that can be applied to tourism ventures that are the bases in the construction of a quality system, applicable to the tourist environment of Ecuador.

WOMEN'S EMPOWERMENT IN THE DEVELOPMENT OF RURAL TOURISM IN SANTO DOMINGO DE LOS TSÁCHILAS – ECUADOR

María Gabriela Suasnavas Rodríguez — 2026-05-01

Rural tourism plays a dynamic role in the rural economy and offers employment opportunities for women. To this end, this research work shows the challenges, problems and opportunities faced by women on the road to their empowerment in the rural environment, through their enterprises, as well as the measures that can be used to help them to enhance their potential. For the development of the work, a research with a qualitative approach is used, of documentary type, this allows the research to be supported with real arguments based on essays, documents and magazines. Likewise, data was collected through interviews, which allowed us to obtain real information on the situation faced by women. Thanks to the analysis of the application of qualitative tools for the information, it is concluded that the lack of support and discrimination diminish the growth of their enterprises.

METHODOLOGY FOR THE ANALYSIS OF COASTAL EXPOSURE. APPLICATION TO THE COSTA DEL SOL (MALAGA, SPAIN)

Ana de la Fuente Roselló — 2026-05-01

In the present research, the magnitude of exposure of users on each of the beaches along the Costa del Sol is categorized. The methodology, that is developed at a detailed scale, is based on the visual count of users present in aerial photographs. The total number of registered users is extrapolated to the holiday peak, thus adjusting the exposure to the foreseeable annual maximum, and is classified by severity intervals. Although the results warn of a distribution of the largest intervals on the beaches of the provincial capital and its western neighbors, as well as in the vicinity of the main tourist centers, they also extend to remote points outside of urban circuits. This invites reflection on the intervention of external exposure factors, in addition to those solely derived from the location adjacent to metropolitan areas.

NEW TECHNOLOGIES? PLATFORM CAPITALISM AND ITS RELATIONSHIP WITH THE INCREASE IN INTERNET BROADBAND

Pascual García-Macías — 2026-05-01

The expansion of broadband internet and digital platforms has profoundly transformed contemporary capitalism. This article analyzes the relationship between internet infrastructure and the emergence of a new model of economic accumulation based on the production and distribution of digital content. Using a qualitative analytical approach supported by international secondary data, the study examines trends in internet penetration, broadband expansion and the economic contribution of the ICT sector. The results show that broadband infrastructure plays a central role in enabling new digital markets, particularly in the areas of streaming services, social media and online entertainment. However, the analysis also reveals significant structural asymmetries between developed and developing economies in their ability to generate and capture value within the digital economy. While technological innovation and content production remain concentrated in the Global North, many developing economies participate primarily as consumers of digital services. The article discusses the implications of these dynamics for Latin America and highlights the need for policies aimed at strengthening digital innovation and local content production.

CAFICULTURA Y TURISMO COMUNITARIO EN LA PROVINCIA DE LOJA-ECUADOR

Luis Alfonso Rojas Ojeda — 2026-05-01

The objective of this research coffee growing and community tourism in the province of Loja-Ecuador was to develop a bibliographic review and documented research that determines the feasibility of applying community tourism in the coffee growing area of the province of Loja. To meet the objective, the snowball technique was applied based on the bibliographic and linkographic documentation found, the first thing was to collect and select information related to coffee production in the province of Loja and community tourism activities that include visits to coffee production farms. The selected information comes from official institutions at the national level such as the Ministry of Tourism (MINTUR), Associations of coffee growers in the province of Loja, independent producers, processors, and marketers to which it was applied. surveys and interviews, coffee exporters from the province of Loja, Tourism Observatory of the UTPL and the Decentralized Autonomous Government of Loja (GAD), in addition to what was already mentioned, 12 publications from scientific journals were selected. Among the main findings we have that: the experiences of community tourism in the province of Loja are recent, however, it represents an important alternative for a sustainable use of natural resources, the future of community tourism ventures combined with coffee production, for this, the organization processes of all the actors must be improved to achieve an improvement in the quality of life of the communities.

IS RURAL TOURISM IN THE SARAGURO-ECUADOR CANTON SUSTAINABLE?

Luis Alfonso Rojas Ojeda — 2026-05-01

Rural tourism is crucial to promoting sustainable development as it empowers local communities, preserves traditions and promotes appreciation of natural environments. The objective of this research was to carry out an analysis of the rural tourism model that the Saraguro canton has been applying to face an economic reactivation while protecting the ecosystem where the activity takes place. To achieve the objective, the methodology of bibliographic review and documentary research was applied; for this purpose, a bibliographic review of official information from the Ministry of Tourism of Ecuador, Zonal Coordination N0 7- Loja and scientific publications was carried out. Below are some of the results found: 60% of the infrastructure (land access routes) are in poor condition, the number of visitors in the months of high demand (July, August and September) exceeds by 10% the load capacity that the ecosystem of the place can support, generating a high environmental impact, noise pollution and visual pollution. The growing demand of tourists generates a greater demand for food and to cover it, 70% of farmers use unsustainable agricultural techniques, generating pollution in their water sources and soil wear. 50% of the canton's population claims to have received training at some point on biodiversity, but tour operators do not replicate it to their clients and on the routes there is almost no information that helps tourists practice sustainable tourism.

CHALLENGES AND OPPORTUNITIES OF POST-COVID-19 TOURISM IN LAGO AGRIO CANTON, SUCUMBÍOS PROVINCE

María Gabriela Suasnavas Rodríguez — 2026-05-01

This research shows the most outstanding challenges experienced by tourism in the city of Lago Agrio after the passage of the coronavirus pandemic, as well as the measures to be employed to promote recovery after the crisis. For the development of this work, qualitative research with a documentary approach was carried out, based on primary and secondary information sources that provide data regarding the impact of the coronavirus on tourism; likewise, a situational diagnosis was carried out to determine the current situation of the canton, which facilitated the identification of favorable aspects and adverse circumstances surrounding the city in question. Thanks to the interpretation obtained after the application of qualitative tools for the treatment of information, it is concluded that the lack of planning in the tourism field minimizes the possibilities of reopening tourism in the city. Finally, an action plan was elaborated, with strategies aimed at the post-pandemic tourism reactivation of Lago Agrio district, within the framework of sustainability, and for the benefit of its stakeholders.

IMPACT OF SOCIODEMOGRAPHIC VARIABLES ON THE CHOICE OF URBAN TOURIST ATTRACTIONS APPLYING PLOG'S THEORY.

María Gabriela Suasnavas Rodríguez — 2026-05-01

This research utilized a quantitative approach based on surveys to collect data from 627 visitors at the main entrances to the city of Loja, specifically at the bus terminal and the airport. This random procedure ensured the sample was representative and robust, and significant data was collected. The previously validated survey gathered sociodemographic variables such as age, gender, marital status, monthly income, education level, employment status, origin, and travel details, including the reason for the visit, means of transportation, length of stay, and places visited. The Plog methodology was used to classify tourists according to their psychological characteristics and travel behaviors. Data analysis was conducted using statistical tools, employing the Chi-Square test to identify significant correlations between sociodemographic variables and tourist attractions visited. The results show that age and monthly income significantly influence the choice of attractions, with Vilcabamba being preferred by older and higher-income tourists. These findings, consistent with Plog's psychographic theory, allow for the design of segmented marketing strategies to improve tourism management and visitor satisfaction, contributing to sustainable tourism development.

CLIMATIC, MORPHOMETRIC, AND STRUCTURAL CHARACTERISTICS OF POLYLEPIS RUGULOSA BITTER FORESTS ON THE ARID SLOPES OF THE SOUTHWESTERN ANDES IN THE MOQUEGUA REGION – PERU

Elizabeth Marina Ramos Saira — 2026-05-01

The purpose of the study is to characterize the species' preference patterns for physical factors to assist local and regional managers in identifying areas suitable for conservation, management, and restoration. The design of the study is founded on three primary questions: (i)How influential are factors such as slope, valley enclosure, proximity to groundwater resources, and radiation exposure on forest structure variables such as density, distribution patterns, and tree size? (ii) Is it possible to identify regeneration or recruitment patterns that are influenced by altitude, topography, morphometry, or climate? Lastly, (iii) could this disaggregated pattern be a natural characteristic of Polylepis forests in the Moquegua Region? After defining the general characteristics of climate and morphometry, Ripley K analysis was used to identify patterns of structure ordination in 36 plots (50 x 50 m) distributed at six distinct sites throughout the forest distribution. These concentrated patterns were associated with density differences between adult and juvenile plants based on altitude: while total tree abundance decreases with altitude, the abundance of juvenile trees increases. This pattern of turnover at higher altitudes may be influenced by climate change, but additional research is required to confirm or refute this hypothesis.

FORESTS OF POLYLEPIS IN MOQUEGUA, PERU: AN URGENT CALL FOR THEIR CONSERVATION

Jorge Luis Tomas Florez Salas — 2026-05-01

The purpose of this study is to identify and calculate the most precise conceivable spatial distribution area for Polylepis species in the Moquegua department. Despite the importance of Polylepis forests in the provision of services linked to human well-being, these are mainly threatened by the lack of knowledge that exists about them, that there are no studies available on the spatial distribution, surface and environmental variables that require for their normal development, for which they use the software ArcGIS 10.3, the method of predictive models of spatial distribution, the visual interpretation of these combined with Google Earth images and the field evaluations using control points, it has been determined that The surface of the forests is of 12 893.85 hectares distributed in the mountains, slopes and plains between 4225 to 5175 m asl. The analysis of the variables translates into a new image. It is a classification system. frequency of frosts, once high precipitations and steep slopes are required, observing the optimum conditions for their development, are the values calculated in where the largest forest surface is distributed, such as: Precipitation with values greater than 600 mm, the optimum climate is the sub humid and frigid, 54% of the relative humidity in most of the surface, geomorphologically better adapted to the media on the right side of the surface of the surface, geographically, emplaced and moderately steep and mainly in soils of the Inceptisol type. These are the characteristics of the ability to use.

DIGITAL STRATEGIES FOR THE PROMOTION OF HEALTH AND WELLNESS TOURISM: DESIGN OF A WEB PORTAL FOR THE CITY OF BUCARAMANGA, COLOMBIAN

Carlos Manuel Diaz Soto — 2026-05-01

Health and wellness tourism is a tourism typology that requires specific tools for its promotion and commercialization in national and international markets. In this context, digital platforms and destination web portals play a fundamental role by facilitating access to strategic information about the services available and the experiences offered by the destination. These tools must incorporate specific features that allow potential tourists to clearly understand the range of services associated with this tourism typology and support their travel decision-making process. This article analyzes the digital strategies implemented by several destinations positioned in health and wellness tourism and examines the needs and perceptions of stakeholders within the value chain of this tourism subsegment in the city of Bucaramanga (Colombia). Based on this analysis, the study proposes the design of a specialized web portal as a strategic tool to strengthen destination promotion and contribute to the positioning of Bucaramanga in national and regional health and wellness tourism markets.

PERCEPTION OF SERVICE QUALITY IN RESTAURANT ESTABLISHMENTS: AN ANALYSIS USING STRUCTURAL EQUATION MODELING IN THE CONTEXT OF COVID-19

Clara Gonzaga — 2026-05-01

This study analyzes the perception of service quality in restaurant establishments in the Rumiñahui canton, Pichincha province, Ecuador. An on-site survey was conducted at five establishments, using the SERVQUAL scale and the ECSI (European Customer Satisfaction Index) as measurement instruments. To process and interpret the data, the structural equation modeling (SEM) technique was applied, with the aim of identifying the influence of different variables on the perception of service quality. The questionnaire consisted of 40 constructs grouped into seven sections, designed to gather information on users' perceptions across the following dimensions: tangible elements, intangible elements, corporate image, reputation, service quality, and satisfaction level. The results showed that tangible elements were not significant determinants of service quality perception, whereas intangible elements demonstrated a significant influence. Furthermore, the impact of service quality on image, reputation, and customer satisfaction was confirmed, as was the effect of satisfaction on image and the relevance of image on corporate reputation.

TOURISM, INNOVATION AND TERRITORIAL DEVELOPMENT: CONTEMPORARY DYNAMICS AND SUSTAINABILITY CHALLENGES

António Abreu — 2026-05-01

Contemporary tourism is facing profound structural transformations driven by digitalization, the growing centrality of data, and the need for more sustainable and inclusive development models. In this context, this special issue of the Journal of Economics, Companies and Entrepreneurs in the CPLP (E3) brings together a set of studies selected from ICOTTS'23 – 5th International Conference on Tourism Technology & Systems, reflecting the multidisciplinary and transversal nature of this field of research. The included works address fundamental topics such as tourist behavior in digital environments, the integration of smart technologies in destinations, marketing and competitiveness strategies, as well as the dynamics of sustainability and territorial development. Recent literature shows that digital technologies, including intelligent systems, big data and digital platforms, play a decisive role in transforming the tourism experience, optimizing destination management and creating value for different stakeholders. At the same time, the importance of sustainability as a structuring axis of tourism development is reinforced, promoting a balanced articulation between economic growth, social inclusion and environmental preservation. The integrated analysis of these themes highlights the need for interdisciplinary and data-driven approaches, capable of responding to the complexity of contemporary tourism systems. This special issue thus contributes to the advancement of scientific knowledge by highlighting the interconnections between technology, innovation and territorial development, offering relevant perspectives for researchers, decision-makers and professionals in the sector.