Comportamiento psicológico del quiteño sobre la seguridad turística ecuatoriana

Ecuador is currently facing high levels of insecurity due to drug trafficking and organized gangs, which have impacted various economic sectors, including tourism. This study examines how motivation, attitude, learning, and perception influence tourists’ psychological behavior regarding tourism security. A quantitative study involving 307 participants confirmed the significant relationship of the measurement model, which includes 23 indicators: 5 for motivation, 4 for learning, 6 for attitude, and 8 for perception. The findings indicate that tourist motivation is driven by basic needs, with security being the primary criterion. Learning is associated with the destination’s brand value, attitude with the destination’s image, and perception of security as part of the service. In conclusion, tourists make decisions based on criteria defined by the brand, product, or service, with security being a key factor.