TOURISM AND CULTURAL LANDSCAPE: PERCEPTIONS FROM COCOA PRODUCTION ASSOCIATIONS IN ECUADOR

Abstract

Cocoa is the Ecuadorian product with the highest growth in the international market. This research was carried out in Manabí, this province has the best internationally valued cocoa variety such as "fine and aroma cocoa". The objective of the research is to know the perception of cocoa production associations regarding tourism and the concept of cultural landscape. The research uses qualitative and quantitative tools, with an exploratory and descriptive approach. Three investigative phases are proposed: characterization of associations, perception of tourism/concept of cultural landscape; and finally positioning strategies are proposed. Thirteen associations were identified, a few with representativeness in the market (number of associates and direct export). The partners show significant interest in the development of agrotourism on their farms based on cocoa production. Both leaders and members are established with interest in tourism and the cultural landscape as an alternative to add value to their product. Strategies linked to the comprehensive training of partners, innovation of agrotourism products and generation of technical training are proposed.