"Strategic Direction Plan for the Guayusa Runa Association of the Province of Pastaza"

Abstract

The objective of this study was to propose a strategic management plan for the Guayusa Runa Association in the province of Pastaza, aimed at improving its competitiveness and sustainability, considering the importance of tourism in Ecuador as a key sector for the generation of employment and its contribution to the national GDP, which highlights the need to develop effective strategies for tourism management and positioning. The research methodology contemplated a quantitative descriptive approach in the search for tourism capacities. For data collection, a survey was applied to the directors of the Guayusa Runa Association and interviews were conducted with local political managers, selecting interviewees with knowledge in administration and management of natural or cultural resources. The methodological procedure included the evaluation of tourism capacities at the provincial and specific level of the association, using the 5-star methodology of the SENPLADES. The internal and external environment was analyzed through PESTEL, SWOT and Porter's five forces approaches. The results highlight that tourism is presented as a fundamental tool to recover the cultural identity of Amazonian communities, generate employment and contribute to the conservation of the environment. In addition, the Guayusa Runa Association has significant strengths, such as the diversity of natural and cultural resources and the ancestral experience of its members, which position it favorably in the sector. However, weaknesses were identified, such as lack of visibility and the need for training. Therefore, a strategic design was proposed that enhances human talent, positions the association and standardizes processes, thus guaranteeing the quality of its services and consolidating the association as a benchmark in sustainable tourism in the region, making the most of its resources and capabilities while addressing the identified areas of improvement.