Social Perception of the Residents of Olón, Montañita, and Valdivia as a Conditioning Factor in the Satisfaction of Tourists

Abstract

Abstract This research aims to understand the social perception of the communities of Olón, Montañita, and Valdivia in the sociocultural, socio-territorial, and socio-cognitive dimensions, as a determining factor in the satisfaction of national and foreign tourists in terms of destination, service, and infrastructure. The design is nonexperimental, with a correlational scope and a mixed approach. Data collection techniques used were a semi-structured interview with 24 residents and a survey of 396 residents and 396 tourists. STATIS Dual and MPLS (multiway partial least squares) were the software used for the treatment of quantitative information. It was determined that the social perception in the three communes was relatively similar, the sociocultural dimension being the best scored for being linked to the tourist development of Olón and Montañita. Whereas a significant difference was observed between the communes in terms of tourist satisfaction, placing Montañita as the leader in all dimensions of the variable, followed by Olón and Valdivia. With an adjustment of 69%, the MPLS model was directly related to the variables, implying that any change in the perception of the residents affects the satisfaction of tourists.

Keywords

• tourist satisfaction, social perception, spondylus route.