Demographic profile and tourist behavior in Ambato, Province of Tungurahua: a detailed study.

Abstract

This study aimed to define the profile of visitors in Ambato, Tungurahua, addressing demographic, psychographic and behavioral aspects. It sought to generate strategies to position Ambato as a tourist destination in the national and international market, since the information on the profile of visitors was outdated due to the last research in 2019 before the pandemic. A qualitative and quantitative methodology was used with random sampling through surveys, validating the reliability of the questionnaire with a Cronbach's Alpha coefficient of 0.93%. Information was collected from 267 visitors, identifying their needs, motivations, preferences and level of satisfaction with the destination's tourism services and infrastructure.