Carrera de Turismo
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/33602
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Item La promoción y el turismo sostenible en la Universidad Técnica de Ambato(Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de Turismo, 2025-01-21) Chadan Chimborazo Joselyn Stephany; Monge Martínez Johanna Gabriela; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación -Carrera de TurismoThe objective of this research project was to evaluate the effect of a promotional campaign focused on sustainable tourism at the Technical University of Ambato, for which a promotional campaign focused on sustainable tourism practices was designed on Facebook and Instagram. The methodology used in the work is quantitative due to the aspects of the variables, the quasi-experimental design and explanatory scope. An instrument for data collection was applied; in the promotion variable, the PRGS model proposed by IAB Spain Research was used for the analysis of the interaction composed of 4 indicators presence, response, generation and suggestion; for the sustainable tourism variable, a survey with 27 questions with a Likert scale validated by 5 experts was used to measure the level of environmental awareness based on four dimensions knowledge, awareness, attitude and behavior, they also included dimensions such as water, waste and socioeconomic. The results of the research revealed that the promotion campaign based on sustainable tourism had a positive effect, since the level of awareness of the students increased significantly. In conclusion, the campaign to promote sustainable tourism practices influenced individuals, generating more awareness and responsibility when carrying out tourism activities.