Tourism potential and the promotion of rural tourism: The Case of Tabacundo Parish, Ecuador

The objective of the research is to analyze the tourism potential and its capacity to promote rural tourism, in the case of the parish of Tabacundo, Ecuador.The research was of a mixed and correlational nature.Data collection was done through structured surveys applied to tourism companies in the parish of Tabacundo.Indexes were created using principal components (PCA), to verify the hypothesis and the effect, logistic regression was used through the statistical program Stata 16.1.The study included an assessment of the tourism potential in Tabacundo Parish, Ecuador, and its impact on rural tourism development.The results showed a chi-square test with a value of 0.031 that strengthens the correlation between variables, and the logistic regression showed a coefficient of 4.2 and it is statistically significant.The pseudo R 2 was 0.0842, which determines that 8.42% of the variability of rural tourism can be explained by the tourism potential, given that the remaining 91.58% of the explanation of rural tourism is explained by other variables that are not included in this model, allowing to explain that the tourism potential of Tabacundo can boost rural tourism.