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Pontificia Universidad Católica Del Ecuador PONTIFICIA UNIVERSIDAD CATÓLICA DEL ECUADOR FACULTAD DE CIENCIAS HUMANAS ESCUELA DE HOTELERÍA Y TURISMO DISERTACIÓN PREVIA A LA OBTENCIÓN DEL TÍTULO DE LICENCIADA EN TURISMO CON MENCIÓN EN ECOTURISMO DISEÑO DE UN PROGRAMA DE CAPACITACIÓN EN INTERPRETACIÓN Y SERVICIO AL CLIENTE PARA LAS GUÍAS NATIVAS DE L A ASOCIAC IÓN D E MUJER ES “ KURI MUYU”, COMUNIDAD KICHWA DE AÑANGU, PROVINCIA DE ORELLANA MARÍA MAGDALENA FÉLIX MERA DIRECTOR: EDISON CUPUERÁN QUITO, 2015 DEDICATORIA A Pollikabuto, que desde el cielo siempre será mi inspiración. A mi Mami Blue y la Monjita que me enseñaron a ser una mujer valiente. Al Ozhi por todo su amor. A todas las mujeres luchadoras del mundo. I AGRADECIMIENTOS Quiero agradecer a Edison Cupuerán por toda su paciencia y colaboración en la elaboración de esta tesis. A las guías nativas de la Asociación “Kuri Muyu”, por su buena disposición y apoyo en la recolección de datos para este estudio, por el esfuerzo diario para sacar adelante a sus familias y ser un ejemplo a seguir para las mujeres de otras comunidades. A mis compañeros guías naturalistas y autoridades de Napo Wildlife Center, por su ayuda y asesoramiento para el desarrollo de esta investigación. A Michelle Sandoval, por sus llamadas diarias que me incentivaron a seguir adelante. A mis lectores, Patricio Moncayo y Renato Cevallos, por su amable asistencia y sus sugerencias. II TABLA DE CONTENIDOS 1. CAPÍTULO I: INTRODUCCIÓN ..................................................................................... 8 1.1. Justificación............................................................................................................. 8 1.2. Problema ................................................................................................................. 9 1.3. Objetivos ............................................................................................................... 10 1.3.1. Objetivo General ............................................................................................ 10 1.3.2. Objetivos Específicos .................................................................................... 10 1.4. Marco Teórico y Conceptual................................................................................. 11 1.4.1. Antecedentes ................................................................................................. 11 1.4.2. Marco Teórico ................................................................................................ 13 1.4.3. Marco Conceptual.......................................................................................... 19 2. CAPÍTULO II: DIAGNÓSTICO GENERAL .................................................................. 21 2.1. Descripción general del área de estudio .............................................................. 21 2.1.1. Descripción socio-ambiental Provincia de Orellana ..................................... 21 2.1.1. Descripción del Turismo en la zona .............................................................. 35 2.1.2. Descripción de los operadores turísticos de la zona .................................... 41 2.2. Comunidad Kichwa Añangu ................................................................................. 48 2.2.1. Historia ........................................................................................................... 48 2.2.2. Situación administrativa................................................................................. 49 2.3. Descripción de la Asociación de Mujeres “Kuri Muyu”......................................... 52 2.3.1. Antecedentes ................................................................................................. 52 2.3.2. Situación administrativa................................................................................. 53 2.3.3. Marco Legal ................................................................................................... 55 2.3.4. Perfil y características de las Guías de la Asociación .................................. 56 2.3.5. Necesidades de capacitación........................................................................ 65 3. CAPÍTULO III: PROGRAMA DE CAPACITACIÓN...................................................... 73 3.1. Turismo Comunitario............................................................................................. 75 3.1.1. Temática a tratarse ........................................................................................ 75 3.1.2. Contenido....................................................................................................... 78 3.2. Técnicas de Guiado e Interpretación ................................................................... 84 3.2.1. Temática a tratarse ........................................................................................ 84 3.2.2. Contenido....................................................................................................... 86 3.3. Técnicas en Servicio al Cliente ............................................................................ 98 3.3.1. Temática a tratarse ........................................................................................ 98 3.3.2. Contenido..................................................................................................... 100 III 3.4. Guión para las exposiciones del Centro de Interpretación “Kuri Muyu” ............ 106 3.5. Estrategias complementarias ............................................................................. 120 3.5.1. Folleto de terminología básica en turismo .................................................. 120 3.5.2. Folleto de primeros auxilios......................................................................... 125 3.5.3. Buenas prácticas ambientales para guías de turismo ................................ 137 4. CAPÍTULO IV: SISTEMA DE SEGUIMIENTO DE LA CAPACITACIÓN .................. 142 4.1. Seguimiento inicial .............................................................................................. 143 4.2. Seguimiento a mediano plazo ............................................................................ 144 4.3. Evaluación final ................................................................................................... 145 4.4. Cuadro de resumen del sistema de seguimiento............................................... 146 5. CONCLUSIONES Y RECOMENDACIONES ............................................................ 149 5.1. Conclusiones....................................................................................................... 149 5.2. Recomendaciones .............................................................................................. 152 6. BIBLIOGRAFÍA........................................................................................................... 154 7. ANEXOS ..................................................................................................................... 161 ÍNDICE DE ILUSTRACIONES ILUSTRACIÓN 1: MAPA DE ESTUDIO .............................................................................. 21 ILUSTRACIÓN 2: DISTRIBUCIÓN POBLACIONAL ORELLANA ...................................... 25 ILUSTRACIÓN 3: POBREZA ORELLANA ......................................................................... 26 ILUSTRACIÓN 4: EMPLEO EN LA PROVINCIA DE ORELLANA ..................................... 26 ILUSTRACIÓN 5: COMPOSICIÓN PROMEDIO DEL PIB DE ORELLANA (2001-2010) . 27 ILUSTRACIÓN 6: EVOLUCIÓN DEL SECTOR TURISMO EN LA AMAZONÍA ECUATORIANA (2.001-2.010)..................................................................................... 36 ILUSTRACIÓN 7: HISTORIA COMUNIDAD AÑANGU ...................................................... 49 ILUSTRACIÓN 8: ORGANIGRAMA ESTRUCTURAL DE LA COMUNIDAD KICHWA “AÑANGU” .................................................................................................................... 51 ILUSTRACIÓN 9: ORGANIGRAMA ORGÁNICO FUNCIONAL DEL LODGE NAPO WILDLIFE CENTER ..................................................................................................... 51 ILUSTRACIÓN 10: ORGANIGRAMA ESTRUCTURAL DE LA ASOCIACIÓN DE MUJERES “KURI MUYU”............................................................................................. 55 ILUSTRACIÓN 11: LUGAR DE NACIMIENTO DE LAS MUJERES DE LA ASOCIACIÓN “KURI MUYU” ............................................................................................................... 57 ILUSTRACIÓN 12: RANGO DE EDADES DE LAS MUJERES DE LA ASOCIACIÓN “KURI MUYU” ............................................................................................................... 58 IV ILUSTRACIÓN 13: ESTADO CIVIL DE LAS MUJERES DE LA ASOCIACIÓN “KURI MUYU” .......................................................................................................................... 58 ILUSTRACIÓN 14: NÚMERO DE HIJOS DE LAS MUJERES DE LA ASOCIACIÓN “KURI MUYU” .......................................................................................................................... 59 ILUSTRACIÓN 15: NIVEL DE EDUCACIÓN DE LAS MUJERES DE LA ASOCIACIÓN “KURI MUYU” ............................................................................................................... 60 ILUSTRACIÓN 16: FUNCIONES DE LAS MUJERES DE LA ASOCIACIÓN “KURI MUYU” ...................................................................................................................................... 61 ILUSTRACIÓN 17: NÚMERO DE AÑOS DE TRABAJO EN LA ASOCIACIÓN DE MUJERES “KURI
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