Preservation of Cultural Heritage and its influence on tourism in Jipijapa (Original)

Abstract

Cultural heritage, both tangible and intangible, is a fundamental pillar for strengthening local identity and promoting sustainable tourism. In this context, the Jipijapa canton, located in the province of Manabí, Ecuador, possesses a valuable heritage richness that includes heritage homes, legends, cultural expressions, typical cuisine, and oral traditions, elements that represent a tourist attraction with great potential. The objective of this research was to analyze the influence of cultural heritage preservation on tourism development in the Jipijapa canton, identifying the state of conservation of heritage assets and visitors' perceptions of their value and impact on the tourist experience. The study was conducted using a quantitative approach, utilizing bibliographic and analytical methods, and applying a semi-structured questionnaire to an accessible sample of 25 tourists, randomly selected in the city's central park. The results revealed that, while visitors recognize Jipijapa historical and cultural value, there are weaknesses in the conservation, signage, and interpretation of its heritage. A lack of coordination between tourism offerings and preservation strategies was also evident. The need to implement comprehensive heritage management policies that include the participation of local communities, authorities, and tourism stakeholders is highlighted, in order to strengthen heritage conservation and promote cultural tourism as a driver of sustainable development for the area.