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Plan Estratégico De Desarrollo Turístico Sostenible Del Cantón Tena, Provincia De Napo

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Plan Estratégico De Desarrollo Turístico Sostenible Del Cantón Tena, Provincia De Napo i PLAN ESTRATÉGICO DE DESARROLLO TURÍSTICO SOSTENIBLE DEL CANTÓN TENA, PROVINCIA DE NAPO. GABRIELA RENATA JARAMILLO DE MORA TESIS PRESENTADA COMO REQUISITO PARCIAL PARA OBTENER EL TITULO DE INGENIERO EN ECOTURISMO ESCUELA SUPERIOR POLITÉCNICA DE CHIMBORAZO FACULTAD DE RECURSOS NATURALES ESCUELA DE INGENIERÍA EN ECOTURISMO RIOBAMBA – ECUADOR 2012 ii CERTIFICACIÓN EL TRIBUNAL DE TESIS CERTIFICA QUE: El trabajo de investigación titulado: “PLAN ESTRATÉGICO DE DESARROLLO TURÍSTICO SOSTENIBLE DEL CANTÓN TENA, PROVINCIA DE NAPO”, de responsabilidad de la Señorita Egresada Gabriela Renata Jaramillo De Mora, ha sido prolijamente revisado, quedando autorizada su presentación. TRIBUNAL DE TESIS: Ing. Patricia Tierra DIRECTORA Ing. Andrea Guadalupe MIEMBRO ESCUELA SUPERIOR POLITÉCNICA DE CHIMBORAZO FACULTAD DE RECURSOS NATURALES ESCUELA DE INGENIERÍA EN ECOTURISMO Riobamba, Enero de 2012 iii DEDICATORIA La presente investigación se la dedico a los actores del sector turístico del cantón Tena, para que este instrumento les sea de utilidad con la finalidad de lograr un desarrollo turístico sostenible. Así como también lo dedico a: Jiji, Ucasa, Unecha, Onisan, Chiny, Papá Armandito, Blanquita, Brujis, Jacquita, Osea, Chochis, Katty, Tío, Toñi, Frankolin, a mis abuelitos Oswaldo y Violeta, Ing. Miguel Paredes, Ing. Camacho, Patty Tierra, Pato Noboa, Eduardito Muñoz, Andreita Guadalupe, Carlitos Cajas, a mis amigos: Masé, Flory, Elvis, Taty, Ele, Caro y a mis profes del cole; a todos quienes forman parte de mi vida, han sido incondicionales, han confiado en mí y siempre me motivan y animan a seguir adelante. Y a mí misma, ya que sin mí, esto no hubiera sido posible. Gabriela Renata Jaramillo De Mora xoxo iv AGRADECIMIENTO Quiero expresar mi más sincero agradecimiento a Dios por haberme permitido venir a este mundo y más que nada le doy gracias infinitamente por brindarme una familia extraordinaria y grandes amigos, los cuales han sido como ángeles que me han apoyado siempre y han estado allí cuando he querido desfallecer. A mi familia, amigos… mil gracias, los quiero mucho. Gabriela Renata Jaramillo De Mora xoxo v TABLA DE CONTENIDOS I. PLAN ESTRATÉGICO DE DESARROLLO TURÍSTICO SOSTENIBLE DEL 1 CANTÓN TENA, PROVINCIA DE NAPO. II. INTRODUCCIÓN 1 A. JUSTIFICACIÓN 2 B. OBJETIVOS 3 C. HIPÓTESIS 3 III. REVISIÓN BIBLIOGRÁFICA 4 A. TURISMO 4 1. Evolución Del Turismo 4 B. DESCENTRALIZACION TURISTICA 5 C. PLANIFICACIÓN ESTRATÉGICA 5 D. DESARROLLO SOSTENIBLE 6 E. DIAGNÓSTICO 6 F. MERCADO 7 G. ESTUDIO DE MERCADO 7 H. SISTEMA TURÍSTICO 7 I. PRODUCTO TURÍSTICO 8 1. Tipos de productos turísticos 8 J. OFERTA 9 1. Atractivo turístico 9 a. Inventario de atractivos turísticos naturales y culturales 9 b. Clasificación de los Atractivos 10 c. Jerarquización de los atractivos 10 2. Infraestructura 11 3. Facilidad turística 11 4. Actividades Turísticas 11 a. Definiciones 12 5. Superestructura turística 14 K. DEMANDA 14 L. COMPETENCIA 15 M. FODA O DAFO 15 N. CPES 15 O. VISIÓN FILOSÓFICA 16 1. Misión 16 2. Visión 16 3. Objetivos tácticos y estratégicos 16 4. Políticas 16 5. Valores 17 P. PROYECTOS 17 Q. PROYECTOS DE TURISMO 17 IV. MATERIALES Y METODOS 18 A. CARACTERIZACIÓN DEL LUGAR 18 B. METODOLOGÍA 19 vi V. RESULTADOS 25 A. SITUACIÓN ACTUAL DEL CANTÓN TENA. 25 1. Ámbito físico espacial 25 a. División política administrativa 25 b. Límites del cantón 26 c. Vías de acceso: 26 2. Ámbito socio cultural 26 a. Etnicidad 26 b. Historia 27 c. Población 29 d. Migración 32 e. Nivel de instrucción 32 f. Profesión u ocupación 33 g. Servicios básicos disponibles 33 h. Vivienda 34 i. Salud 34 j. Educación 35 k. Medios de transporte 36 l. Comunicación 36 m. Servicios sanitarios 37 n. Combustibles utilizados 37 o. Abastecimiento de productos 37 3. Ámbito ecológico territorial 38 a. Condiciones ambientales de la zona 38 b. Clasificación ecológica 38 c. Usos de suelo 38 d. Descripción general de la flora 39 e. Descripción general de la fauna 40 f. Hidrología 45 g. Riesgos naturales 45 h. Problemas ambientales 46 4. Ámbito económico productivo 46 a. Actividades económicas 46 b. Desarrollo actual del turismo en la zona. 47 5. Ámbito político administrativo 48 a. Administración interna 48 1) Estructura organizacional 48 2) Estructura funcional 49 b. Instituciones que trabajan en la zona. 49 B. ESTUDIO DE MERCADO 51 1. Análisis de la demanda 51 a. Segmentación del mercado 51 b. Universo de estudio 51 c. Muestra 52 d. Instrumento 52 e. Análisis estadístico 53 1) Perfil demográfico 53 2) Perfil socioeconómico 58 3) En relación a la información general del cantón 59 4) Motivaciones para la realización de viajes 64 5) En función de la oferta turística del cantón Tena 65 f. Perfil de turista 77 1) Perfil del turista nacional 77 2) Perfil del turista internacional 79 vii 2. Análisis de la oferta 80 a. Atracciones y actividades 80 b. Infraestructura básica 95 c. Planta turística 96 d. Superestructura turística 116 e. Productos turísticos 122 3. Análisis de la competencia 123 4. Confrontación demanda oferta 128 a. Macro análisis a nivel de la región amazónica 128 b. Análisis a nivel cantonal 130 C. VISIÓN FILOSÓFICA DEL PLAN 131 1. Problemática que incide en el desarrollo turístico del cantón Tena 131 a. Matriz CPES (Causa, Problema, Efecto, Solución) 131 b. Matriz FODA (Fortalezas, Oportunidades, Debilidades, Amenazas) 135 2. Misión 136 3. Visión 136 4. Principios y valores 136 5. Políticas 137 6. Objetivos estratégicos 138 D. PROGRAMAS Y PROYECTOS DE DESARROLLO TURÍSTICO 140 SOSTENIBLE. 1. Programa: Legislación turística y políticas públicas. 141 2. Programa: Coordinación intersectorial. 147 3. Programa: Generación de capacidades locales. 151 4. Programa: Infraestructura turística. 155 5. Programa: Facilitación turística. 159 6. Programa: Diversificación de productos turísticos. 165 7. Programa: Consolidación de la planta turística 171 8. Programa: Ambiente y cultura. 177 9. Programa: Promoción y comercialización turística. 186 10. Resumen del cronograma y presupuesto de la propuesta del PLANDETUR del cantón 190 Tena. VI. CONCLUSIONES 193 VII. RECOMENDACIONES 194 VIII. RESUMEN 195 IX. SUMARY 196 X. BIBLIOGRAFÍA 197 XI. ANEXOS 199 viii LISTA DE CUADROS NÚMERO NOMBRE PÁGINA 1 Cuadro N°1. Distribución de la población por género. 30 2 Cuadro N°2. Distribución de la población por estado civil. 30 3 Cuadro N°3. Distribución de la población según la edad. 31 4 Cuadro N°4. Infraestructura hospitalaria del cantón Tena. 35 5 Cuadro N°5. Inventario de mamíferos registrados en el cantón Tena. 40 6 Cuadro N°6. Inventario de aves existentes en el cantón Tena. 41 7 Cuadro N°7. Inventario de reptiles y anfibios existentes en el cantón Tena 43 8 Cuadro N°8. Inventario de peces existentes en el cantón Tena. 44 9 Cuadro N°9. Inventario de insectos existentes en el cantón Tena. 44 10 Cuadro N°10. Instituciones que trabajan en el cantón Tena. 49 11 Cuadro Nº11. Afluencia turística durante el año 2010. 51 12 Cuadro N°12. Distribución de la demanda según su nacionalidad. 53 13 Cuadro N°13. Distribución de la demanda según el género. 54 14 Cuadro N°14. Distribución de la demanda según el estado civil. 55 15 Cuadro N°15. Distribución de la demanda por la edad. 56 16 Cuadro N°16. Distribución de la demanda según el nivel de instrucción. 57 17 Cuadro N°17. Distribución de la demanda según la ocupación. 58 18 Cuadro N°18. Principal fuente de información turística. 59 19 Cuadro N°19. Veracidad de las fuentes de información turística. 60 20 Cuadro N°20. Utilidad de las fuentes de información turística. 62 21 Cuadro N°21. Motivaciones para la realización de viajes. 64 22 Cuadro N°22. Actividades preferidas durante los viajes. 65 23 Cuadro N°23. Satisfacción de los servicios turísticos. 67 24 Cuadro N°24. Modalidad del viaje. 68 25 Cuadro N°25. Composición del grupo. 69 26 Cuadro N°26. Duración del viaje. 69 27 Cuadro N°27. Gasto promedio diario. 70 28 Cuadro N°28. Forma de pago. 71 29 Cuadro N°29. Medio de transporte utilizado para el ingreso al Ecuador. 72 30 Cuadro N°30. Medio de transporte utilizado para el ingreso al cantón 73 Tena. 31 Cuadro N°31. Temporadas usuales de viaje. 74 32 Cuadro N°32. Satisfacción del viaje al cantón Tena. 75 33 Cuadro N°33. Intenciones de retorno al cantón. 76 34 Cuadro N°34. Inventario de atractivos turísticos naturales y culturales del 81 cantón Tena. 35 Cuadro N°35. Resumen de los servicios básicos del cantón Tena. 95 36 Cuadro N°36. Resumen de la Planta Turística del Cantón. 97 37 Cuadro N°37. Listado de las Agencias de Viaje que operan en el Cantón 98 Tena. 38 Cuadro N°38. Listado de los establecimientos prestadores de servicios de 100 alojamiento en el Cantón Tena. 39 Cuadro N°39. Afluencia turística durante el primer trimestre 2011 a la 107 ciudad de Tena. ix NÚMERO NOMBRE PÁGINA 40 Cuadro N°40. Afluencia turística durante el primer trimestre 2011 a las 109 parroquias rurales. 41 Cuadro N°41. Listado de los establecimientos prestadores de servicios de 111 restauración en el Cantón Tena. 42 Cuadro N°42. Listado de los establecimientos prestadores de servicios de 113 recreación, diversión y esparcimiento en el Cantón Tena. 43 Cuadro N°43. Listado de los Centros de Turismo Comunitario en el 114 Cantón Tena. 44 Cuadro N°44. Listado de las empresas de transporte turístico registradas 115 en el Cantón Tena. 45 Cuadro N°45. Paquetes turísticos comercializados en la jurisdicción del 122 cantón Tena. 46 Cuadro N°46. Análisis de la competencia interna y externa, en base al 124 sistema turístico. 47 Cuadro N°47. Demanda turística total que llega a la amazonía ecuatoriana. 128 48 Cuadro N°48. Demanda turística potencial. 129 49 Cuadro N°49.
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