EXAMINING THE TOURISM IMAGE IN PANDEMIC USING STRUCTURED AND UNSTRUCTURED TECHNIQUES

The objective of the research is to analyze the effects caused by COVID-19 on the image of the tourist destination in Baños de Agua Santa that it is located in the province of Tungurahua. Nowadays, the current pandemic that Ecuador and all the world is going through has caused a drastic drop in the tourist activity in this city. In fact, this place has been considered one of the main destinations in the country. Consequently, the development of the study was based on a mixed methodology, which combines structured and unstructured investigative techniques in order to encompass a holistic study of the image of the destination. Furthermore, it was assessed the attributes, the common and unique characteristics, and the holistic impressions evoked by this destination; with a view to determine its image with respect to the effects caused by the current health crisis. Moreover, the results achieved show that Baños de Agua Santa, despite the pandemic, retains its image as an ideal tourist destination for the practice of ecotourism activities, adventure tourism, thermal tourism and religious tourism. In addition, it is projected as a safe destination with regarding the application of the biosafety protocols established by the competent authorities to stop the spread of the virus without stopping the activities of this important economic sector.