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El turismo en la provincia de Santa Elena se ha convertido en un factor de gran relevancia  apoyado no solo por las políticas gubernamentales, sino también con iniciativas por parte de empresarios y comunidades. La planificación turística se consolida como la mejor herramienta para el desarrollo acertado y sostenible de la actividad apuntando hacia los objetivos establecidos en el Plan Nacional del Buen Vivir, siguiendo los lineamientos del PLANDETUR 2020, y acogiendo a la vez las recomendaciones basadas en larealidad donde el turismo surge. Una de las necesidades evidentes se fundamenta en la carencia de información confiable disponible acerca de las características de la demanda respecto a la oferta del turismo de sol y playa, producto estrella de la provincia, datos que respalden la toma de decisiones pertinentes para cada uno de los actores que integran este amplio sector. El presente artículo muestra algunos resultados alcanzados dentro dela investigación con la aplicación de acciones emprendidas para el diseño de un observatorio turístico direccionado al turismo de sol y playa en Santa Elena, monitoreadas a través del establecimiento de una línea base de directrices de un sistema de gestión de información turística, y del establecimiento del perfil delademanda nacional.   AbstractTourism in the province of Santa Elena has become a sector of great importance, which has been not only supported by government policies, but also by initiatives of businessmen and communities. Tourism planning has become the best tool for successful and sustainable development of the activity aiming towards the objectives set in the National Plan for Good Living, by following the guidelines established by PLANDETUR (Strategic Development Plan for Sustainable Tourism in Ecuador) 2020, while accepting at the same time, the recommendations based on reality where tourism arises. One of the tangible needs is based on the lack of reliable information available about the characteristics of the demand in respect to the Sun and Beach tourism offer; which is the leading product of the province.  This data is significant to support decision-making for each of the actors that make up this vast sector.  This paper shows some results obtained in the investigation through the application of actions taken to design a tourist observatory targeted to the Sun and Beach tourism in Santa Elena, and monitored through the establishment of a base for the guidelines of a management system for tourism information, and by the establishment of the profile of domestic demand.

está habitada en su mayoría por la etnia shuar, reconocida por su capacidad de sanar a través de las plantas. En esta investigación se ha recopilado información a través de la observación directa y entrevistas a diversos actores comunitarios, que nos han informado sobre el uso común de las plantas, para prevenir o curar una enfermedad. PALABRAS CLAVESShuar, bosque, medicinal, plantas. Fig . 1Flores e insectos reciben al visitante del bosque medicinal (fuente: Ugalde, 2020).

This manuscript discusses a study that was conducted among incoming international exchange students at the University of Cuenca, Ecuador in the period 2011-2013. Its focus was not on the students' educational experiences, but rather on their opinions about the tourism services that were provided and on their travel preferences. Several comparative analyses of the opinions of males vs. females and of Latin American students vs. European/US students found significant differences of opinion regarding the various experiences. The manuscript makes a contribution to the literature in its focus on the students' perceptions about tourism services in Ecuador and on their travel behaviors. It offers practical recommendations for university administrators, tourism executives and policy makers as they try to enhance the country's tourism offerings and to improve Ecuador's image as a safe, welldeveloped tourism destination and as a welcoming site for international exchange students.