Impacto de la percepción de la seguridad turística en la proyección del destino
Impact of the perception of tourist safety on the projection of the destinationBarra lateral del artículo
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La seguridad constituye un factor determinante en la competitividad de los destinos turísticos a nivel global. El objetivo de este estudio es analizar el impacto de la percepción de la seguridad turística en la proyección del destino de Latacunga, Ecuador. La metodología se fundamenta en un enfoque cuantitativo con diseño no experimental de tipo descriptivo-correlacional. Se aplicó un cuestionario estructurado a una muestra de 328 turistas que visitaron el cantón durante el primer trimestre de 2025. Los resultados evidencian una relación estadísticamente significativa entre la percepción de seguridad y la intención de recomendar el destino (χ²(4) = 26.550, p < .001), así como entre haber presenciado incidentes de inseguridad y el nivel de satisfacción general (χ²(3) = 25.592, p < .001). Se concluye que una imagen de seguridad favorable incrementa sustancialmente la intención de retorno y recomendación, constituyendo un elemento estratégico para el posicionamiento competitivo del destino.
Safety is a determining factor in the competitiveness of tourist destinations globally. The objective of this study is to analyze the impact of the perception of tourist safety on the projection of the destination of Latacunga, Ecuador. The methodology is based on a quantitative approach with a non-experimental descriptive-correlational design. A structured questionnaire was applied to a sample of 328 tourists who visited the canton during the first quarter of 2025. The results show a statistically significant relationship between the perception of safety and the intention to recommend the destination (χ²(4) = 26.550, p < .001), as well as between having witnessed security incidents and the level of overall satisfaction (χ²(3) = 25.592, p < .001). It is concluded that a favorable safety image substantially increases the intention to return and recommend, constituting a strategic element for the competitive positioning of the destination.
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