Falta de capacitación y certificaciones de los destinos y los miembros del sector turístico.

Abstract

This work analyzes the current situation of the Ruta Viva travel agency, identifying as the main problems the lack of staff training, the absence of official certifications and the limited incorporation of digital tools in its processes. These factors have directly affected the quality of the service and the competitiveness of the agency in the tourism market in Southern Ecuador. Based on this diagnosis, an action plan was proposed focused on 3 specific objectives where the application of this plan will allow improving customer service, optimizing internal processes and positioning the agency as a reliable, innovative and sustainable alternative, thus contributing to the strengthening of responsible tourism in the region.