Factors that affect assertive communication in the organizational development of community tourism of the Tzunantza viewpoint, Ambato, Ecuador

Abstract

Assertive communication is a characteristic that is found in human beings and is classified as a social skill that is used to apply it in the business environment so that the organization is competitive, since the message that originates will be clear to the users. receivers, in the case of community tourism, this assertive communication plays a preponderant role even more so because it has an impact on the quality of life of its inhabitants, because it is an economic activity for the community, in this study it is intended to contextualize the factors of communication assertive that can be used as a strategy to promote community tourism, the findings of this research show that there are two most relevant factors on the subject, the first is the attitude of community leaders in communication towards people so that they integrate and achieve community objectives in terms of tourism and the second factor is organizational training tive, which must be constant, because it is an adequate form of assertive communication so that the plans or programs can be fully carried out in the community.