INITIAL VALIDATION OF "ENTRE MAR Y ÓLEOS": EXPERIENTIAL TOURISM IN SANTA ELENA, ECUADOR

Abstract

This study aimed to design and conduct an initial market validation of an experiential tourism proposal named “Entre Mar y Óleos” for La Entrada, a coastal community in Santa Elena Province, Ecuador. The proposal combines coastal resources, mural art, local gastronomy, artisanal fishing traditions, creative workshops, and community storytelling. A secondary analysis was performed on a non-probabilistic, face-to-face intercept survey of 200 tourists and potential visitors. The instrument covered sociodemographic characteristics, visit frequency, activity preferences, interest in specific experiences, eight product attributes rated on a 1–5 scale, and willingness to pay. Statistical analysis included proportions, 95% Wilson confidence intervals, exact one-sample binomial tests against a predefined 75% operational validation threshold, Holm adjustment for multiple comparisons, and Cohen’s h effect sizes. Because only aggregated results were available, individual-level correlations, Cronbach’s alpha, exploratory factor analysis, and structural equation modeling were not estimated. The mean positive-response rate across the eight validation attributes was 87.3%. Art–culture–nature integration obtained 91.4% ratings of 4–5, contribution to local culture 91.0%, participation interest 90.0%, and environmental sustainability 87.5%. All attributes remained significantly above the 75% benchmark after Holm correction; value for money was the comparatively weakest dimension. Nearly half of respondents (49.5%) stated that willingness to pay would depend on the activities included, supporting a modular service-and-price architecture for small community tourism enterprises. Findings support an initial concept validation and should not be interpreted as causal proof, definitive commercial viability, or population-level generalization.