Señalización turística rural en Milagro, Ecuador: normativa, ejecución y efectos en el desarrollo agroturístico

This study aimed to analyze the implementation of rural tourist signage in the canton of Milagro, Ecuador, assessing its regulatory compliance, technical execution, and effects on local agritourism development. The research adopted a mixed-methods approach with a descriptive scope and cross-sectional design, combining documentary review, direct observation, and surveys administered to 120 visitors, 15 entrepreneurs benefiting from the project, and two officials from the municipal tourism department. The signage, installed between April and September 2024 in accordance with the Tourist Signage Manual of Ecuador and CNC Resolution No. 0001-CNC-2016, included directional billboards, informational totems, and directional posts strategically located to optimize orientation and accessibility to farms and ranches offering agritourism activities. Results show that over 90% of visitors positively rated the clarity, location, and usefulness of the signage, while entrepreneurs reported an average increase of 34% in monthly visitor flow. It is concluded that centralized execution by the Municipal GAD ensured homogeneity in design and materials, generating positive impacts on competitiveness, visitor satisfaction, and destination image, with potential for replicability in other rural territories.