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

Abstract

This research addresses the issue of the lack of training and certification in the tourism sector, using the restaurant “Sabores de la Sierra” in Riobamba as a case study. The study identifies weaknesses related to the absence of training in customer service, food handling, languages, and administrative management, which restrict competitiveness and access to new market opportunities. Through literature review, analysis-synthesis, and the inductive–deductive method, an action plan was designed to strengthen staff professionalization, promote English language proficiency, and obtain tourism certifications. The findings show that the implementation of training programs, the use of technological tools, and the adoption of quality standards contribute to improving customer satisfaction, increasing competitiveness, and positioning the restaurant as a certified gastronomic benchmark.