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

Abstract

The travel agency 'Ruta Viva' is a travel agency located in the city of Loja, specializing in designing tour packages to natural and cultural destinations in the south of Ecuador. Its clientele consists of national tourists, educational institutions, and family groups. The agency has gained recognition for its closeness to clients and its interest in promoting less traditional destinations. The research highlights the profile of its clientele, mainly composed of national tourists, educational institutions, and family groups, who value personalized attention and the cultural focus of the services offered. It also examines the positioning of Ruta Viva in the local market, recognizing its commitment to promoting less traditional destinations and its closeness to clients as key factors of its success. In the methodology used, the inductive method was applied to provide a direct observation of issues such as customer complaints and lack of certifications, as well as the inductive method for the application of standards regarding customer service, inclusion, and tourism professionalization. To conclude this study, it emphasizes the importance of strengthening the professionalization of staff as a key strategy to improve the customer experience, ensure international standards, and consolidate strategic partnerships that drive the sustainable growth of the agency.