Strategic design of a coffee agrotourism business in Tungurahua, Ecuador

Abstract

Agrotourism is a type of tourism that focuses on visiting farms, vineyards, or other rural spaces, in order to learn about and participate in activities related to agricultural, livestock, or forestry production. It is necessary to evaluate the economic environment of the Patate canton, province of Tungurahua, for the creation of a coffee agrotourism business. That is why the research aims to carry out the strategic design of a coffee agrotourism business to position this venture within the tourism sector of the area. A survey and a SWOT matrix were carried out to evaluate the environment. The research findings provide a solid basis for the development of a coffee agrotourism business in the Patate canton. The creation of a coffee agrotourism business will satisfy the demand for high altitude Arabica coffee, and provide recreational benefits that contribute to local economic development and environmental conservation. The project has great potential since the market is favorable for high-quality coffee, both in terms of consumption and interest in experiences related to agritourism. It is proven that the project is viable from a financial point of view, with an estimated investment recovery time of approximately 3 years and 2 months.

Keywords: Strategic design, Market, Environment, Sustainable tourism, Agriculture.