Perception of the administration of tourism services in the city of Cuenca, Ecuador
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Abstract
Introduction. The tourism industry is crucial for the economic development of Cuenca, and the administration of tourism services in the city has made significant investments in promotion, including the creation of the Facebook page Visit Cuenca and the implementation of a tourist information center. The purpose of this study is to explore the perception of tourists about the administration of tourism services in Cuenca, through the analysis of comments provided by tourists. Objective. To identify areas for improvement in the administration of tourism services and develop strategies to improve the overall tourism experience. Methodology. The research design for this study on the perception of the administration of tourism services in the city of Cuenca, Ecuador, is mixed as it was a combination of qualitative and quantitative methods. The data collection methods for this study included the analysis of comments extracted from the Facebook page "Visit Cuenca" and the tourism forum of the city of Cuenca on Trip Advisor. The final sample size was 100 participants, including Ecuadorian and international tourists. Results. The following results were obtained in different components of the perception of Cuenca, Ecuador: 1. Perception of Tourists towards the Services of the Tourism Administration. 2. Tourists' perception of the Tourist Information Services. 3. 3. Tourists' perception of food and beverage services. 4. 4. Tourists' perception of safety and security. Tourists' perception of local culture and traditions. 6. Tourists' perception of environmental sustainability. 7. 7. Comparison of perception between national and international tourists. 8. Acknowledgements and 9. Conclusion. The research shows the perception of the administration of tourism services in the city of Cuenca, Ecuador, shows the levels of satisfaction of tourists towards various aspects of tourism services. The results show that tourists are satisfied with accommodation services, transportation services, tourist attractions, and food and beverage services. The study also highlights differences in perceptions between domestic and international tourists. However, there is room for improvement in the availability, quality, and accessibility of tourist information services, as well as in the implementation of safety measures and environmental sustainability practices. General area of study: Service management. Specific area of study: Administration and quality of tourism services.
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