Propuesta de un modelo de negocio de alojamiento en la isla Santa Cruz, provincia de Galápagos.

Abstract

The purpose of this thesis is to propose a business model for accommodation on Santa Cruz Island, in the province of Galapagos, that offers all-inclusive services with a sustainable approach. To do this, key research tools were needed for data collection, which were observation, interviews and surveys, in order to analyze the viability of the variables proposed for each dimension addressed. A sample of 24 hotel establishments on the island was considered with a total of 400 surveys carried out, since Santa Cruz Island is the economic and tourist epicenter of the archipelago due to its geographic location, accessibility and history. The results reflect a growing demand for sustainable accommodation on the island, as well as the need to strengthen infrastructure and staff training in customer service. Marketing and promotion strategies were identified to attract a segment of tourists that values sustainability, highlighting the use of digital platforms and ecological certifications. Finally, the proposal seeks to contribute to responsible tourism development in the Galapagos, guaranteeing a quality experience for visitors without compromising the conservation of the natural environment.