Análisis del comportamiento de los visitantes en espacios turísticos de naturaleza y deporte al aire libre en la parroquia de Lloa-Quito Ecuador

Abstract

The objective of this article is to analyze the behavior of visitors in nature- and outdoor sportsbased tourism spaces in the parish of Lloa, identifying sociodemographic profiles, visit motivations, consumption patterns, and satisfaction levels, with the aim of increasing the destination’s number of visitors and thereby generating higher income for the parish and its local stakeholders. For the study, an empirical methodology was adopted, supported by an organized process of data collection, organization, and analysis. First, surveys were administered to two key groups: tourists who visited Lloa during the data collection period and local entrepreneurs linked to restaurants and tourism services, which made it possible to integrate the demand and supply perspectives in order to achieve a more comprehensive understanding of the area’s tourism dynamics. Subsequently, the collected responses were organized and analyzed in two blocks visitors and entrepreneurs consolidating the information for each question to avoid overlaps and maintain a logical order. With the data organized, charts were produced for each question, and an interpretative analysis was conducted for each result. Finally, a joint analysis was carried out to identify similarities and differences between both groups and to support the study’s conclusions. In conclusion, signage, the condition of trails and access routes, safety, support services, and the clarity of information positively influence visitor satisfaction and the intention to return or recommend this tourist destination. Therefore, it is recommended that the Parish GAD and local entrepreneurs prioritize keeping trails in good condition, improving signage, enhancing basic services, and sharing clear information on social media to strengthen tourism in the parish of Lloa without neglecting nature conservation.