Fonte: El Periplo Sustentable; Núm. 41 (2021): Número Cuarenta y uno; 411 - 430
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Resumo: The present work carried out an analysis of the current situation of the touristic health product in the city of Baños de Agua Santa, Tungurahua Province in Ecuador. A situational diagnosis of the touristic product was implemented in order to determine its offer and the profile of the tourist that demands this type of tourism. The study was framed in the theoretical discussion on the origin of health tourism, current trends in the world and their characteristics, in order to characterize the touristic product in the destination. The data was obtained through field visits, work meetings, surveys and interviews applied to the main tourist actors. The contribution of this study is the construction of the structure of data collection instruments based on the marketing mix methodology, obtaining as a result the definition of the health product in this destination, the definition of the offer, the profile of the demand and some considerations for its development according to the perception of the actors interviewed.
