Visibility and Dissemination of the Imbabura Geopark as a Sustainable Tourism Space

Abstract

This article examines the degree of visibility and dissemination of the Imbabura Geopark as a sustainable tourism space, based on 384 surveys conducted among the inhabitants of the province in each of its cantons. Two analysis variables were identified, each with three dimensions of applicability; variable 1: Knowledge and dissemination of the Imbabura Geopark with its dimensions, knowledge and visibility, tourist experience, and dissemination and improvement; variable 2: Cultural heritage with its dimensions, sustainable tourism, cultural activities, and heritage. A positive relationship was determined between variables 1 and 2 with 42%, meaning that as "Knowledge and Dissemination" increases, so does "Cultural Heritage." This suggests that greater communication and understanding are associated with a better perception or valuation of cultural heritage. The study also shows the absence of an integrated communication strategy, resulting in a low level of promotion and visibility of cultural heritage and comprehensive tourist, advertising, and educational dissemination. In conclusion, the lack of awareness found in this research limits the attraction of visitors interested in geotourism, ecotourism, and authentic cultural experiences, which should be a fundamental principle guiding the development of tourism in Ecuador.