Análisis de la sostenibilidad y competitividad de las empresas turísticas de alimentos y bebidas del cantón Latacunga, provincia de Cotopaxi.

The objective of this research project was to analyze the sustainability and competitiveness of food and beverage tourism companies in Latacunga Canton, Cotopaxi Province, through inferential statistics in order to propose improvement strategies. To evaluate the sustainability variable, the InnovaRSE methodology (from Navarra) was used, consisting of 30 indicators divided into 3 dimensions: social, economic and environmental, which aims to make companies socially responsible. On the other hand, the competitiveness variable was evaluated using the BID methodology, which consisted of 103 questions for the areas and sub-areas divided into (strategic planning, value chain, quality assurance, accounting and finance, environmental management, merchandising, human talent and information systems). Based on the tourism cadastre of food and beverage companies in Latacunga canton, 100 establishments were identified and made up the study population. Subsequently, the sample was calculated using the finite formula, resulting in 20 companies to be evaluated. In the last objective, the systematization of the information collected from the establishments was carried out using an Excel spreadsheet in order to generate descriptive statistical tables with the following results: in the variable of competitiveness, 4 companies are in a range between 21% and 40% with low competitiveness, being those with a higher value in areas such as: strategic planning, quality assurance, systems and merchandising. However, 16 companies are classified with very low competitiveness in a range of 0% to 20%, due to deficiencies in the aforementioned areas. Regarding the sustainability variable, one company obtained an average score of 7, being in the category of good practices, 11 companies in the category of improvement processes with scores between 4 and 6 due to problems in the social and environmental dimensions, while 8 companies are classified as areas for improvement with scores of 3 or less, which shows deficiencies in the three dimensions of sustainability. On the other hand, Spearman's correlation test was applied using SPSS software, and a result of 0.01 was obtained, which suggests that the hypothesis stated in the research is fulfilled as it is less than 0.05. This indicates that there is a correlation between sustainability and competitiveness in food and beverage tourism companies, and that both depend on each other to be profitable. A SWOT analysis was also carried out using the MEFE, MEFI, cross-cutting, impact evaluation and strategic matrices, where 16 improvement strategies were analyzed and proposed, which were divided according to the deficiencies of the areas and dimensions. In conclusion, by proposing improvement strategies, companies can compete and have greater growth at the local and national levels.

• Glavni autor: García Camacho, Antonella Alejandra (author)
• Format: bachelorThesis
• Jezik: spa
• Izdano: 2023
• Teme: SOSTENIBILIDAD; COMPETITIVIDAD; EMPRESAS; TURÍSTICAS; TURISMO
• Online pristup: http://repositorio.utc.edu.ec/handle/27000/10831