Calidad de las actividades turísticas y Satisfacción del visitante del cantón Jama, 2024.

Abstract

Summary The present study analyzes the relationship between the quality of tourist activities and visitor satisfaction in the Jama canton during 2024. The main objective of the research is to understand how the quality of activities influences the tourist experience. The methodological approach was quantitative, with a descriptive and cross-sectional design, using data collected in a specific period of 5 years. The results show that although many visitors report high satisfaction, a considerable percentage remain neutral, indicating that the activities fail to consistently excel. This finding suggests that tour operators should further investigate non-design expectations and design more complete and unique experiences that integrate cultural, emotional and educational elements. Furthermore, the presence of unexpected and pleasant details in tourist activities significantly increases satisfaction. It was also identified that staff attention and safety are key aspects that tourists value, although there is room for improvement. It is concluded that, to improve competitiveness and build visitor loyalty, it is necessary to constantly innovate, train staff and focus on elements such as security and surprise that can turn an ordinary experience into a memorable one.