Analysis of sustainability and tourist competitiveness indicators with an impact on sustainable management strategies, governance and public policies of the Cuenca canton

Since the 90's, the UNWTO has worked on the elaboration of sustainable tourism indicators that allow destinations towards an economically viable tourism, socially equitable and harmonious with the environment. In the case of Cuenca, the application of these indicators is almost non -existent, to the detriment of sustainable practice in the production of tourist goods and services, losing competitiveness in certain segments of tourist demand. The data raised are mainly related to the profile of the tourist and the occupation in accommodation. It is necessary to apply the sustainability indicators recommended by the WHO with relevance criteria. This precise, timely and permanent information will allow estimates, comparisons and projections. The objective of this research is to analyze the indicators of sustainability and tourist competitiveness of the city of Cuenca that positively affect sustainable management strategies by tourist actors, governance and public policies. The hypothesis based on preliminary data is that the reduced information available to tourist actors limits the awareness and practice of tourist sustainability in the city of Cuenca. The research project enhances due to the need for conservation of the city's natural and cultural heritage. The immediate results will be disseminated through scientific documents and technological means. It would be the first city in Ecuador where this type of information is built. Additionally, it will lead to the application of the Quíntuple Helix model thus fulfilling the substantive functions of the University of Cuenca, teaching, link with the community and research.

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