Deterioro de la imagen del destino debido a marketing deficiente y la falta de promoción.

Abstract

Aromas del Bosque is a family-run café located in the rural area of Mindo, Pichincha Province, surrounded by cloud forest and remarkable biodiversity. The establishment offers a sensory experience to tourists through locally produced organic coffee, homemade pastries, and guided tasting activities. Its rustic infrastructure and handcrafted furniture create a warm, natureconnected atmosphere. While the café has gained some popularity through word-of-mouth and visits from eco-tourists, it faces challenges due to the lack of professional training among its staff in areas such as customer service, tourism, food hygiene, and digital marketing. Additionally, the absence of certifications in quality, accessibility, and safety limits its potential to expand into new markets and establish partnerships with tour operators. This situation highlights the need for strategic actions aimed at improving service quality and strengthening the professional skills of the team.