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<w:document>
<w:body>
<w:p>
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<w:t>Cuadro de Mando Integral para la toma de decisiones y desarrollo de estrategias de sustentabilidad de un destino turístico</w:t>
</w:r>
</w:p>
<w:p>
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</w:rPr>
<w:t>Balanced Scorecard for decision-making and development of sustainability strategies of a tourist destination</w:t>
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</w:p>
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<w:b></w:b>
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</w:rPr>
<w:t>Gema Viviana Carvajal Zambrano</w:t>
</w:r>
<w:r>
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<w:footnoteReference></w:footnoteReference>
<w:t>*</w:t>
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<w:p>
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</w:rPr>
<w:t>Anabel Carolina Chávez López</w:t>
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<w:footnoteReference></w:footnoteReference>
<w:t>* *</w:t>
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<w:p>
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</w:rPr>
<w:t>Dianelys Nogueira Rivera</w:t>
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<w:footnoteReference></w:footnoteReference>
<w:t>* * *</w:t>
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</w:p>
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</w:rPr>
<w:t>Ericka Vanessa Almeida Lino</w:t>
</w:r>
<w:r>
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<w:b></w:b>
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<w:footnoteReference></w:footnoteReference>
<w:t>****</w:t>
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</w:p>
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<w:t>RESUMEN</w:t>
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</w:p>
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<w:t>El presente artículo tiene por objetivo emplear el Cuadro de Mando Integral (CMI) a la gestión turística de los destinos turísticos Sucre, San Vicente, Jama y Pedernales. El desarrollo de esta investigación se ejecutó por medio del método analítico-exploratorio; las técnicas que se emplearon son las siguientes: revisión bibliográfica, matriz FODA y la Matriz Balanced Scorecard. Referente a esto el CMI es una de las técnicas de gestión con más eficacia, eficiencia y efectividad. La finalidad del CMI es desarrollar un sistema de gestión de factores claves para el éxito, basado en indicadores que faciliten su seguimiento y logro de los objetivos. De acuerdo a esto se concluye que el Cuadro de Mando Integral asegura la alineación entre las siguientes perspectivas: Financiera, Clientes, Formación-Procesos Internos y Ambiental. El desarrollo de objetivos estratégicos descritos en las perspectivas mencionadas anteriormente permitiría a los destinos turísticos promover sus productos al mercado y a su vez obtener los resultados deseados. En resumen, el CMI proporcionará a la zona de estudio una visión completa para la toma de decisiones a </w:t>
</w:r>
</w:p>
<w:p>
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<w:p>
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<w:top></w:top>
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<w:tabs>
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<w:t>empresarios y autoridades gubernamentales, así también las medidas operativas para satisfacer a los clientes/turistas, nivel de innovación en los procesos y actividades operativas para mejorar la calidad ambiental en los destinos de manera sustentable, y así mejorar la economía. </w:t>
</w:r>
</w:p>
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<w:p>
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<w:t>Palabras clave:</w:t>
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<w:t> </w:t>
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<w:t>Estrategia, Creación de Valor, Sustentabilidad, Cuadro de Mando Integral</w:t>
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<w:t>ABSTRACT</w:t>
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<w:t>This article aims to use the Balanced Scorecard (BSC) for tourism management in the tourist destinations of Sucre, St. Vincent, Jama and Pedernales. The development of this research was carried out by means of the analytical-exploratory method; the techniques used are the following: bibliographical review, SWOT matrix and the Balanced Scorecard Matrix. Regarding this, the BSC is one of the most effective and efficient management techniques. The purpose of the BSC is to develop a management system of key success factors, based on indicators that facilitate their monitoring and achievement of objectives. According to this, it is concluded that the Balanced Scorecard ensures the alignment between the following perspectives: Financial, Customers, Training-Internal Processes and Environmental. The development of strategic objectives described in the above perspectives would allow tourism destinations to promote their products to the market and in turn obtain the desired results. In summary, the BSC will provide the study area with a complete vision for decision making by entrepreneurs and government authorities, as well as operational measures to satisfy clients/tourists, level of innovation in processes and operational activities to improve environmental quality in the destinations in a sustainable manner, and thus improve the economy. </w:t>
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<w:t>Key words:</w:t>
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<w:t> </w:t>
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<w:t>Strategy, Value Creation, Sustainability, </w:t>
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<w:r>
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<w:t>Balanced Scorecard</w:t>
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<w:t>INTRODUCCIÓN</w:t>
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</w:p>
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<w:t>Actualmente las empresas o negocios que se encuentran involucradas en el área turística de la provincia de Manabí, específicamente en la Zona Norte; presentan grandes problemas en la medición de sus procesos y los productos turísticos que ofertan al mercado. Esto se produce porque presentan un insuficiente control de la gestión turística, lo cual afecta a la eficacia, eficiencia y efectividad del sistema turístico, dificultando el proceso de toma de decisiones, por tanto, constituye una barrera para la economía del sector. </w:t>
</w:r>
</w:p>
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<w:t>Alcanzar un turismo sostenible es una necesidad para el sector turístico de esta provincia, precisando para ello el diseño y ejecución de estrategias integrales que ofrezcan competitividad y atención metodológica a la gestión turística de los destinos que se encuentran ubicados en la zona de estudio. La Zona Norte de Manabí está conformada por cuatro cantones: Sucre; San Vicente; Jama y Pedernales, estos poseen una gran diversidad de: atractivos turísticos, fauna, flora, gastronomía y cultura. Pese a todo el potencial turístico no se han obtenido resultados favorables para estos destinos, por la carencia de una estrategia que permita definir objetivos, a través de indicadores que se encuentren unidos a planes de acción.</w:t>
</w:r>
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</w:pPr>
<w:r>
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<w:t>De acuerdo a lo establecido anteriormente, se determina que es necesario delinear una estrategia consolidada en un Cuadro de Mando Integral o </w:t>
</w:r>
<w:proofErr></w:proofErr>
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<w:t>Balanced</w:t>
</w:r>
<w:proofErr></w:proofErr>
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<w:rPr>
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<w:i></w:i>
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</w:rPr>
<w:t> </w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
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<w:t>Scorecard</w:t>
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<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
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<w:t> con el fin de mejorar el turismo en la Zona Norte de Manabí; el empleo de esta eficaz herramienta de gestión permite facilitar el desarrollo turístico de los destinos que se encuentran ubicados en esta zona. </w:t>
</w:r>
</w:p>
<w:p>
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<w:t>El Cuadro de Mando Integral está considerado como una herramienta eficaz y de gran valor para formular estrategias, ayuda a encaminar a las organizaciones y a todo su personal para conseguirlas a través de la gestión estratégica, de allí su finalidad única y valiosa “traducir esas estrategias en acción”. </w:t>
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<w:t>(2)</w:t>
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<w:t>De acuerdo a lo expuesto anteriormente, se avala que es necesario aplicar esta herramienta en los destinos turísticos de la zona norte Manabí con el fin de aprovechar las oportunidades y mejorar las falencias a través de estrategias efectivas, que sean orientadas a cuatro perspectivas Financiero, Cliente, Ambiental y Formación-Procesos Internos, cabe mencionar que esta es la innovación en este instrumento, puesto que las perspectivas de este método de gestión generalmente se encuentran direccionadas a un entorno empresarial, pero los autores de esta investigación las transformaron para que ostente otro enfoque y se ajuste a la problemática. </w:t>
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<w:ind></w:ind>
<w:jc></w:jc>
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<w:b></w:b>
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<w:lang></w:lang>
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<w:lang></w:lang>
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<w:t>MATERIALES Y MÉTODOS</w:t>
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<w:p>
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<w:jc></w:jc>
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<w:noProof></w:noProof>
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<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:noProof></w:noProof>
</w:rPr>
<w:t>El diseño metodológico de esta investigación, tiene como objetivo concluyente la creación de un </w:t>
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<w:r>
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<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:noProof></w:noProof>
</w:rPr>
<w:t>Balanced Scorecard</w:t>
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<w:r>
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<w:rFonts></w:rFonts>
<w:noProof></w:noProof>
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<w:t> para los destinos turísticos Sucre, San Vicente, Jama y Pedernales propios de la Zona Norte Manabí. </w:t>
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<w:p>
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<w:jc></w:jc>
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<w:noProof></w:noProof>
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<w:r>
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<w:noProof></w:noProof>
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<w:t>El cual consiste en cinco etapas, que se sustentaron en modelos planteados respecto a los métodos de investigación científica y a los pasos que deben ser ejecutados para la elaboración de un </w:t>
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<w:i></w:i>
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<w:noProof></w:noProof>
</w:rPr>
<w:t>Balanced Scorecard</w:t>
</w:r>
<w:r>
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<w:rFonts></w:rFonts>
<w:noProof></w:noProof>
</w:rPr>
<w:t>. En la Figura 1 aparecen las etapas a seguir.</w:t>
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<w:t>Figura 1.</w:t>
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<w:t> Etapas del procedimiento de gestión para la elaboración del </w:t>
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<w:bCs></w:bCs>
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<w:t>Balanced Scorecard </w:t>
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<w:jc></w:jc>
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<w:b></w:b>
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<w:szCs></w:szCs>
<w:lang></w:lang>
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<w:t>RESULTADOS</w:t>
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<w:r>
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<w:t>Etapa 1: Análisis de la situación actual en el sector turístico de los destinos Sucre, San Vicente, Jama y Pedernales.</w:t>
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<w:t>El objetivo de esta etapa es determinar un análisis DAFO de los destinos turísticos. Los datos se establecieron en base a un estudio realizado por </w:t>
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<w:t>(3)</w:t>
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<w:lang></w:lang>
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<w:t>. </w:t>
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<w:rFonts></w:rFonts>
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<w:t>Este estudio tiene la finalidad de contribuir al desarrollo del turismo sostenible en los destinos turísticos Sucre, San Vicente, Jama y Pedernales, del cual se consigue el siguiente banco de fuerzas actuantes del entorno, tanto internas como externas de los destinos turísticos. Para ello los autores emplearon técnicas como: el inventario de atractivos, el catastro, entrevistas y encuestas.</w:t>
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<w:jc></w:jc>
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<w:b></w:b>
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<w:t>Listado de Fuerzas Actuantes</w:t>
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<w:jc></w:jc>
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<w:lang></w:lang>
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<w:r>
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<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:noProof></w:noProof>
<w:lang></w:lang>
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<wp:align>center</wp:align>
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<wp:extent></wp:extent>
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<wp14:pctHeight>0</wp14:pctHeight>
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<w:lang></w:lang>
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<w:t>Tabla </w:t>
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<w:lang></w:lang>
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</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
<w:t>.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
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<w:t>Fuerzas</w:t>
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<w:proofErr></w:proofErr>
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<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
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<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Actuantes</w:t>
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<w:proofErr></w:proofErr>
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<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> de </w:t>
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<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>los</w:t>
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<w:proofErr></w:proofErr>
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<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
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<w:proofErr></w:proofErr>
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<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>destinos</w:t>
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<w:proofErr></w:proofErr>
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<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> de la Zona </w:t>
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<w:rPr>
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<w:lang></w:lang>
</w:rPr>
<w:t>Norte</w:t>
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<w:proofErr></w:proofErr>
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<w:lang></w:lang>
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<w:t> </w:t>
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<w:lang></w:lang>
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<w:t>Manabí</w:t>
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<w:proofErr></w:proofErr>
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<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
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<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>.</w:t>
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<w:t>Paso 1.1 Determinación de las Fuerzas Actuantes Internas con un impacto Alto-Alto</w:t>
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<w:r>
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<w:lang></w:lang>
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<w:t>Para realizar este proceso es necesario clasificar las fuerzas en dos entornos: el interno y el externo, dependiendo de como estas pueden afectar a los destinos turísticos. Una vez ya clasificadas se procede a utilizar la matriz de prioridades para determinar su impacto y así seleccionar aquellas que se encuentren el cuadrante que posea un alto impacto y una alta probabilidad de ocurrencia. En la Figura 2 se muestra la realización de este procedimiento a través de la matriz mencionada anteriormente. </w:t>
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<w:t>Figura 2.</w:t>
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<w:t> </w:t>
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<w:t>Empleo de la Matriz de Prioridades en las Fuerzas Internas</w:t>
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<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>Resultantes Factores Internos cuadrante ALTO – ALTO</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Recursos Naturales y Culturales diversificados.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Buen nivel de hospitalidad y amabilidad de sus habitantes. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Mínima ejecución de proyectos turísticos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Insuficiencia de servicios básicos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Existencia de lugares arqueológicos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Variedad y conservación de la gastronomía local.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Facilidades para la práctica de deportes. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Carencia de infraestructura turística de alto nivel.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Limitada planificación de la actividad turística.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Escasa información, promoción y comercialización</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Para determinar si los factores resultantes son Debilidades y Fortalezas se procede a utilizar la Matriz de Perfil Estratégico Interno, que es una representación gráfica de la valoración dada a cada factor o aspecto clave interno, dibujando así un mapa de los distintos puntos fuertes y débiles de los destinos turísticos. En la Figura 3 se muestra el empleo de la Matriz de Perfil Estratégico Interno. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:noProof></w:noProof>
<w:lang></w:lang>
</w:rPr>
<w:drawing>
<wp:anchor>
<wp:simplePos></wp:simplePos>
<wp:positionH>
<wp:posOffset>3810</wp:posOffset>
</wp:positionH>
<wp:positionV>
<wp:posOffset>173355</wp:posOffset>
</wp:positionV>
<wp:extent></wp:extent>
<wp:effectExtent></wp:effectExtent>
<wp:wrapTopAndBottom></wp:wrapTopAndBottom>
<wp:docPr></wp:docPr>
<wp:cNvGraphicFramePr>
<a:graphicFrameLocks></a:graphicFrameLocks>
</wp:cNvGraphicFramePr>
<a:graphic>
<a:graphicData>
<pic:pic>
<pic:nvPicPr>
<pic:cNvPr></pic:cNvPr>
<pic:cNvPicPr></pic:cNvPicPr>
</pic:nvPicPr>
<pic:blipFill>
<a:blip>
<a:duotone>
<a:schemeClr>
<a:shade></a:shade>
<a:satMod></a:satMod>
</a:schemeClr>
<a:prstClr></a:prstClr>
</a:duotone>
<a:extLst>
<a:ext>
<a14:imgProps>
<a14:imgLayer>
<a14:imgEffect>
<a14:saturation></a14:saturation>
</a14:imgEffect>
</a14:imgLayer>
</a14:imgProps>
</a:ext>
<a:ext>
<a14:useLocalDpi></a14:useLocalDpi>
</a:ext>
</a:extLst>
</a:blip>
<a:stretch>
<a:fillRect></a:fillRect>
</a:stretch>
</pic:blipFill>
<pic:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
</pic:spPr>
</pic:pic>
</a:graphicData>
</a:graphic>
<wp14:sizeRelH>
<wp14:pctWidth>0</wp14:pctWidth>
</wp14:sizeRelH>
<wp14:sizeRelV>
<wp14:pctHeight>0</wp14:pctHeight>
</wp14:sizeRelV>
</wp:anchor>
</w:drawing>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Figura 3.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Empleo de la Matriz de Perfil Estratégico Interno.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:i></w:i>
<w:iCs></w:iCs>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
</w:rPr>
<w:t>DEBILIDADES Y FORTALEZAS </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>Debilidades:</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Son aquellos factores internos o propios de los destinos turísticos que constituyen aspectos débiles y que son necesarios superar para lograr mayores niveles de efectividad. Los destinos turísticos Sucre, San Vicente, Jama y Pedernales presentan las siguientes debilidades:</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>D1.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Mínima ejecución de proyectos turísticos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>D2.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Carencia de infraestructura turística de alto nivel.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>D3.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Limitada planificación de la actividad turística.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>D4.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Insuficiencia de servicios básicos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>D5.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Escasa información, promoción y comercialización.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>Fortalezas:</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Son aquellos factores internos o propios de los destinos turísticos que constituyen los atributos que le permiten generar una ventaja competitiva sobre el resto de sus competidores. Los destinos turísticos Sucre, San Vicente, Jama y Pedernales presentan las siguientes fortalezas: </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>F1.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Recursos Naturales y Culturales diversificados.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>F2.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Buen nivel de hospitalidad y amabilidad de sus habitantes.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>F3.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Variedad y conservación de la gastronomía local.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>F4.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Facilidades para la práctica de deportes.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>F5.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Existencia de lugares arqueológicos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Paso 1.2 Determinación de las Fuerzas Actuantes Externas con un impacto Alto-Alto</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:noProof></w:noProof>
<w:lang></w:lang>
</w:rPr>
<w:drawing>
<wp:anchor>
<wp:simplePos></wp:simplePos>
<wp:positionH>
<wp:posOffset>1120775</wp:posOffset>
</wp:positionH>
<wp:positionV>
<wp:posOffset>951230</wp:posOffset>
</wp:positionV>
<wp:extent></wp:extent>
<wp:effectExtent></wp:effectExtent>
<wp:wrapTopAndBottom></wp:wrapTopAndBottom>
<wp:docPr></wp:docPr>
<wp:cNvGraphicFramePr>
<a:graphicFrameLocks></a:graphicFrameLocks>
</wp:cNvGraphicFramePr>
<a:graphic>
<a:graphicData>
<pic:pic>
<pic:nvPicPr>
<pic:cNvPr></pic:cNvPr>
<pic:cNvPicPr></pic:cNvPicPr>
</pic:nvPicPr>
<pic:blipFill>
<a:blip>
<a:duotone>
<a:schemeClr>
<a:shade></a:shade>
<a:satMod></a:satMod>
</a:schemeClr>
<a:prstClr></a:prstClr>
</a:duotone>
<a:extLst>
<a:ext>
<a14:imgProps>
<a14:imgLayer>
<a14:imgEffect>
<a14:sharpenSoften></a14:sharpenSoften>
</a14:imgEffect>
<a14:imgEffect>
<a14:brightnessContrast></a14:brightnessContrast>
</a14:imgEffect>
</a14:imgLayer>
</a14:imgProps>
</a:ext>
<a:ext>
<a14:useLocalDpi></a14:useLocalDpi>
</a:ext>
</a:extLst>
</a:blip>
<a:stretch>
<a:fillRect></a:fillRect>
</a:stretch>
</pic:blipFill>
<pic:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
</pic:spPr>
</pic:pic>
</a:graphicData>
</a:graphic>
<wp14:sizeRelH>
<wp14:pctWidth>0</wp14:pctWidth>
</wp14:sizeRelH>
<wp14:sizeRelV>
<wp14:pctHeight>0</wp14:pctHeight>
</wp14:sizeRelV>
</wp:anchor>
</w:drawing>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>De igual forma se procede a emplear las matrices en los factores externos, para así obtener las Amenazas y Oportunidades que se presentan en los destinos turísticos. En la Figura 4 se muestra la aplicación de la matriz de prioridades a los factores externos para seleccionar a los que tengan una alta probabilidad de ocurrencia y un alto impacto en el entorno.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
</w:rPr>
<w:t>Figura 4.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Empleo de la Matriz de Prioridades en las Fuerzas Externas</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>Resultantes Factores Externos cuadrante ALTO – ALTO</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Proyectos del Plan Reconstruyo Ecuador.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Turismo Política de estado integrando los destinos afectados.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Zonas sísmicas y de fenómenos atmosféricos</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Cercanía a los centros de la demanda turística.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Inseguridad, delincuencia.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Presencias de ONGs.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Condiciones para el desarrollo del turismo de naturaleza, rural y comunitario.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Inestabilidad política.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Crisis económica a nivel nacional.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Carencia de una estrategia gubernamental turística con la zona de estudio</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:noProof></w:noProof>
<w:lang></w:lang>
</w:rPr>
<w:drawing>
<wp:anchor>
<wp:simplePos></wp:simplePos>
<wp:positionH>
<wp:posOffset>729615</wp:posOffset>
</wp:positionH>
<wp:positionV>
<wp:posOffset>1033145</wp:posOffset>
</wp:positionV>
<wp:extent></wp:extent>
<wp:effectExtent></wp:effectExtent>
<wp:wrapTopAndBottom></wp:wrapTopAndBottom>
<wp:docPr></wp:docPr>
<wp:cNvGraphicFramePr>
<a:graphicFrameLocks></a:graphicFrameLocks>
</wp:cNvGraphicFramePr>
<a:graphic>
<a:graphicData>
<pic:pic>
<pic:nvPicPr>
<pic:cNvPr></pic:cNvPr>
<pic:cNvPicPr></pic:cNvPicPr>
</pic:nvPicPr>
<pic:blipFill>
<a:blip>
<a:duotone>
<a:schemeClr>
<a:shade></a:shade>
<a:satMod></a:satMod>
</a:schemeClr>
<a:prstClr></a:prstClr>
</a:duotone>
<a:extLst>
<a:ext>
<a14:imgProps>
<a14:imgLayer>
<a14:imgEffect>
<a14:brightnessContrast></a14:brightnessContrast>
</a14:imgEffect>
</a14:imgLayer>
</a14:imgProps>
</a:ext>
<a:ext>
<a14:useLocalDpi></a14:useLocalDpi>
</a:ext>
</a:extLst>
</a:blip>
<a:stretch>
<a:fillRect></a:fillRect>
</a:stretch>
</pic:blipFill>
<pic:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
</pic:spPr>
</pic:pic>
</a:graphicData>
</a:graphic>
<wp14:sizeRelH>
<wp14:pctWidth>0</wp14:pctWidth>
</wp14:sizeRelH>
<wp14:sizeRelV>
<wp14:pctHeight>0</wp14:pctHeight>
</wp14:sizeRelV>
</wp:anchor>
</w:drawing>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Para determinar si los factores resultantes son Amenazas u Oportunidades se procede a utilizar la Matriz de Perfil Estratégico Externo, que es una representación gráfica de la valoración dada a cada factor o aspecto clave externo, dibujando así un mapa de los distintos puntos fuertes y débiles de los destinos turísticos. En la Figura 5 se muestra el empleo de la Matriz de Perfil Estratégico Externo.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Figura 5.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> Empleo de la Matriz de Perfil Estratégico Externo.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
</w:rPr>
<w:t>AMENAZAS Y OPORTUNIDADES</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>Amenazas: </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Son aquellos factores externos de los destinos turísticos que constituyen situaciones negativas y que es necesario eliminar o disminuir su impacto para lograr mayores niveles de efectividad. Los destinos turísticos Sucre, San Vicente, Jama y Pedernales presentan las siguientes amenazas:</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>A1.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Zonas sísmicas y de fenómenos atmosféricos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>A2.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Inseguridad, delincuencia.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>A3.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Inestabilidad política.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>A4.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Crisis económica a nivel nacional.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>A5.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Carencia de una estrategia gubernamental turística con la zona de estudio.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>Oportunidades:</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Son aquellos factores externos de los destinos turísticos que constituyen a los elementos positivos que se generan en el entorno y que, una vez identificados, pueden ser aprovechados. Los destinos turísticos Sucre, San Vicente, Jama y Pedernales presentan las siguientes oportunidades:</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>O1.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Proyectos del Plan Reconstruyo Ecuador.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>O2.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Turismo Política de estado integrando los destinos afectados.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>O3.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Cercanía a los centros de la demanda turística.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>O4.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Presencias de ONGs.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
</w:rPr>
<w:t>O5.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Condiciones para el desarrollo del turismo de naturaleza, rural y comunitario.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Paso 1.3 Ejecución de la Matriz FODA</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>El análisis FODA esta herramienta de estudio “consiste en realizar una evaluación de los factores fuertes y débiles que, en su conjunto, diagnostican la situación interna de una organización, así como su evaluación externa, es decir, las oportunidades y amenazas”.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rStyle></w:rStyle>
<w:rFonts></w:rFonts>
<w:vertAlign></w:vertAlign>
<w:lang></w:lang>
</w:rPr>
<w:t> (4)</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>La matriz FODA constituye la base o el punto de partida para la formulación o elaboración de estrategias; de dicha matriz se pueden realizar nuevas matrices; de esta forma, es posible desarrollar el marco analítico y las estrategias de los destinos turísticos de la Zona de estudio. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Tabla 2.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
</w:rPr>
<w:t>Ejecución de la Matriz FODA en los destinos turísticos de la zona de estudio.</w:t>
</w:r>
</w:p>
<w:tbl>
<w:tblPr>
<w:tblStyle></w:tblStyle>
<w:tblW></w:tblW>
<w:tblLook></w:tblLook>
</w:tblPr>
<w:tblGrid>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
</w:tblGrid>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:noProof></w:noProof>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
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<mc:Choice>
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<wp:simplePos></wp:simplePos>
<wp:positionH>
<wp:posOffset>-245745</wp:posOffset>
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<wp:positionV>
<wp:posOffset>130175</wp:posOffset>
</wp:positionV>
<wp:extent></wp:extent>
<wp:effectExtent></wp:effectExtent>
<wp:wrapNone></wp:wrapNone>
<wp:docPr></wp:docPr>
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<a:graphicData>
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<wps:cNvSpPr></wps:cNvSpPr>
<wps:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
<a:noFill></a:noFill>
<a:ln>
<a:noFill></a:noFill>
</a:ln>
</wps:spPr>
<wps:txbx>
<w:txbxContent>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:b></w:b>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:b></w:b>
</w:rPr>
<w:t>FACTORES </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:b></w:b>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:b></w:b>
</w:rPr>
<w:t>INTERNOS</w:t>
</w:r>
</w:p>
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<a:prstTxWarp>
<a:avLst></a:avLst>
</a:prstTxWarp>
<a:noAutofit></a:noAutofit>
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<wp14:pctWidth>0</wp14:pctWidth>
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<mc:Fallback>
<w:pict>
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<v:stroke></v:stroke>
<v:path></v:path>
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<v:textbox>
<w:txbxContent>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:b></w:b>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:b></w:b>
</w:rPr>
<w:t>FACTORES </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:b></w:b>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:b></w:b>
</w:rPr>
<w:t>INTERNOS</w:t>
</w:r>
</w:p>
</w:txbxContent>
</v:textbox>
</v:shape>
</w:pict>
</mc:Fallback>
</mc:AlternateContent>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>FORTALEZAS</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>F1. Recursos Naturales y Culturales diversificados.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>F2. Buen nivel de hospitalidad y amabilidad de sus habitantes.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>F3. Variedad y conservación de la gastronomía local.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>F4. Facilidades para la práctica de deportes.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>F5. Existencia de lugares arqueológicos.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>DEBILIDADES</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>D1. Mínima ejecución de proyectos turísticos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>D2. Carencia de infraestructura turística de alto nivel.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>D3. Limitada planificación de la actividad turística.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>D4. Insuficiencia de servicios básicos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>D5. Escasa información, promoción y comercialización.</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:noProof></w:noProof>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
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<mc:Choice>
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<wp:simplePos></wp:simplePos>
<wp:positionH>
<wp:posOffset>-68043</wp:posOffset>
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<wp:posOffset>-485530</wp:posOffset>
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</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:b></w:b>
</w:rPr>
<w:t>FACTORES </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:rPr>
<w:b></w:b>
<w:color></w:color>
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</w:pPr>
<w:r>
<w:rPr>
<w:b></w:b>
<w:color></w:color>
</w:rPr>
<w:t>EXTERNOS</w:t>
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<a:prstTxWarp>
<a:avLst></a:avLst>
</a:prstTxWarp>
<a:noAutofit></a:noAutofit>
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<wp14:pctWidth>0</wp14:pctWidth>
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<wp14:pctHeight>0</wp14:pctHeight>
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<w:pict>
<v:shape>
<v:textbox>
<w:txbxContent>
<w:p>
<w:pPr>
<w:rPr>
<w:b></w:b>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:b></w:b>
</w:rPr>
<w:t>FACTORES </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:rPr>
<w:b></w:b>
<w:color></w:color>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:b></w:b>
<w:color></w:color>
</w:rPr>
<w:t>EXTERNOS</w:t>
</w:r>
</w:p>
</w:txbxContent>
</v:textbox>
</v:shape>
</w:pict>
</mc:Fallback>
</mc:AlternateContent>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>OPORTUNIDADES</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>O1. Proyectos del Plan Reconstruyo Ecuador.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>O2. Turismo Política de estado integrando los destinos afectados.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>O3. Cercanía a los centros de la demanda turística.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>O4. Presencias de ONGs.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>O5. Condiciones para el desarrollo del turismo de naturaleza, rural y comunitario.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>F.O (Maxi-Maxi)</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:contextualSpacing></w:contextualSpacing>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Fomentar el desarrollo de programas turísticos en los destinos turísticos, de manera que se aprovechan los recursos naturales para ofrecer turismo de naturaleza, rural y comunitario.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>D.O (Mini-Maxi)</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:contextualSpacing></w:contextualSpacing>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Fortalecer la promoción y comercialización de los destinos turísticos a través de acciones integradas con las organizaciones gubernamentales.</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>AMENAZAS</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>A1. Zonas sísmicas y de fenómenos atmosféricos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>A2. Inseguridad, delincuencia.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>A3. Inestabilidad política.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>A4. Crisis económica a nivel nacional.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>A5. Carencia de una estrategia gubernamental turística con la zona de estudio.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>F.A (Maxi-Mini)</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:contextualSpacing></w:contextualSpacing>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Crear programas de contingencia ante desastres naturales que puedan suscitarse en los destinos.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>D.A (Mini-Mini)</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:contextualSpacing></w:contextualSpacing>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Mejorar la seguridad de los destinos turísticos reduciendo la inseguridad y la delincuencia.</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
</w:tbl>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:ind></w:ind>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Etapa 2: Identificación de los indicadores asociados a la oferta y demanda de los destinos turísticos Sucre, San Vicente, Jama y Pedernales.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>El objetivo de esta etapa es reconocer los indicadores asociados a la oferta y demanda del sector turístico en la zona de estudio, mediante una recopilación de información estadística de estudios anteriores. De acuerdo a la investigación realizada por </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rStyle></w:rStyle>
<w:rFonts></w:rFonts>
<w:vertAlign></w:vertAlign>
<w:lang></w:lang>
</w:rPr>
<w:t>(5)</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>el destino turístico Sucre presenta lo siguientes resultados, a partir del análisis de la situación actual este destino carece de indicadores, por la deficiencia existente en el control de la gestión turística, que provoca la carencia de grandes provisiones de eficacia, eficiencia y efectividad en las empresas turísticas del sector.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>El sistema diseñado está fundamentado en la revisión bibliográfica, enfocándose a la gestión que permitirá el proceso de reactivación económica y la afluencia de turistas del cantón Sucre, cabe recalcar que este modelo puede ser aplicado también a los destinos turísticos San Vicente, Jama y Pedernales.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Para identificar los indicadores los autores establecieron una lista inicial de 53 indicadores aplicando el Método Delphi con el objetivo de seleccionar los indicadores que se adecuen al sector, validaron la información con la experiencia de 24 expertos con más de 10 años en gestión turística. Los resultados arrojaron 16 indicadores con los que se deben gestionar los destinos turísticos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:bookmarkStart></w:bookmarkStart>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Tabla 3.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
</w:rPr>
<w:t>Indicadores de Gestión Turística en la Zona Norte Manabí</w:t>
</w:r>
</w:p>
<w:tbl>
<w:tblPr>
<w:tblStyle></w:tblStyle>
<w:tblW></w:tblW>
<w:tblLook></w:tblLook>
</w:tblPr>
<w:tblGrid>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
</w:tblGrid>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:bookmarkEnd></w:bookmarkEnd>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>#</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>INDICADORES </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>CCR.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>COEFICIENTE DE CONCORDANCIA DE RESULTADOS.</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>1</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> Número de turistas totales: nacionales e internacionales</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>1,00</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>2</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Estancia media por turista</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>0,96</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>3</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> Porcentaje de ocupación en el período</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>0,92</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>4</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> Satisfacción de cliente externo </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>0,88</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>5</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Satisfacción de cliente Interno</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>1,00</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>6</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Imagen </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>0,96</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>7</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Posicionamiento competitivo nacional </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>0,92</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>8</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Calidad de las playas </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>0,88</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>9</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Porcentaje de cliente que retornan </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>1,00</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>10</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Nivel de satisfacción de los residentes con la actividad turística</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>0,96</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>11</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>% de trabajadores con la calificación requerida.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>0,92</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>12</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Calidad de la hostelería.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>0,88</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>13</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Calidad de la restauración.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>1,00</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>14</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Calidad de las actividades recreativas </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>0,96</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>15</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Comportamiento del delito en el destino.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>0,92</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>16</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> Percepción de la relación calidad-precio </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>0,88</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
</w:tbl>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:i></w:i>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Cuadro de Mando Integral o </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:i></w:i>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Balanced Scorcecard</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Es una herramienta de gestión que se está aplicando en empresas de todo el mundo, dadas sus características de claridad, eficacia e integración, tanto en la construcción como en el seguimiento de los factores claves que llevan al éxito empresarial y organizacional.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>El Cuadro de Mando Integral, es una metodología o técnica de gestión, que ayuda a las organizaciones a transformar su estrategia en objetivos operativos medibles y relacionados entre sí, facilitando que los comportamientos de las personas clave de la organización y sus recursos se encuentren estratégicamente alineados. De una forma más sintética se define como la “Dirección Estratégica focalizada a la creación de valor”.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Esta herramienta de gestión debe ser estructurada para transmitir el conocimiento de arriba hacia abajo facilitando el conocimiento útil para la toma de decisiones por parte de todas las personas de la organización, y de abajo hacia arriba para conocer el cumplimiento de la estrategia. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>De acuerdo a lo expuesto anteriormente, se define al </w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Balanced</w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Scorecard</w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> como una herramienta de gestión que permite transformar estrategias en acción a través de un tablero de control en el cual se establecen los objetivos operativos de forma Smart. Por tanto, es muy eficaz y eficiente para la toma de decisiones en cualquier entorno empresarial, debido a que presta una información resumida y organizada, lo cual permite encaminar los esfuerzos de la organización de manera adecuada. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:ind></w:ind>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Etapa 3: Establecimiento de los indicadores del </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
</w:rPr>
<w:t>Balanced Scorcecard</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> aplicado a los destinos turísticos Sucre – San Vicente – Jama – Pedernales</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>El Cuadro de Mando Integral (CMI) complementa indicadores de medición de los resultados de la actuación con indicadores financieros y no financieros de los factores clave que influirán en los resultados del futuro, derivados de la visión y estrategia de la organización. Esta técnica enfatiza la conversión de visión y estrategia de la empresa en objetivos e indicadores estratégicos. Para ello, la perspectiva que aportan Kaplan y Norton ve a la organización desde cuatro perspectivas: Financiera, cliente, procesos operativos internos y aprendizaje y crecimiento. </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rStyle></w:rStyle>
<w:rFonts></w:rFonts>
<w:vertAlign></w:vertAlign>
<w:lang></w:lang>
</w:rPr>
<w:t>(9)</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> En la Figura 6 se muestran las perspectivas que se utilizan en este método de gestión. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Las perspectivas corresponden a los diferentes grupos que configuran el análisis de los resultados en toda organización. […] enmarcan los objetivos estratégicos, sus indicadores y metas, así como los proyectos estratégicos.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rStyle></w:rStyle>
<w:rFonts></w:rFonts>
<w:vertAlign></w:vertAlign>
<w:lang></w:lang>
</w:rPr>
<w:t> (10)</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> La metodología distingue dos grandes tipos de perspectivas, externas e internas: </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>En las perspectivas externas se engloban los resultados de la actuación de la organización. Los ejemplos más habituales son la perspectiva financiera y la perspectiva de los clientes. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:noProof></w:noProof>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:drawing>
<wp:anchor>
<wp:simplePos></wp:simplePos>
<wp:positionH>
<wp:posOffset>349250</wp:posOffset>
</wp:positionH>
<wp:positionV>
<wp:posOffset>724535</wp:posOffset>
</wp:positionV>
<wp:extent></wp:extent>
<wp:effectExtent></wp:effectExtent>
<wp:wrapTopAndBottom></wp:wrapTopAndBottom>
<wp:docPr></wp:docPr>
<wp:cNvGraphicFramePr>
<a:graphicFrameLocks></a:graphicFrameLocks>
</wp:cNvGraphicFramePr>
<a:graphic>
<a:graphicData>
<pic:pic>
<pic:nvPicPr>
<pic:cNvPr></pic:cNvPr>
<pic:cNvPicPr>
<a:picLocks></a:picLocks>
</pic:cNvPicPr>
</pic:nvPicPr>
<pic:blipFill>
<a:blip>
<a:extLst>
<a:ext>
<a14:imgProps>
<a14:imgLayer>
<a14:imgEffect>
<a14:brightnessContrast></a14:brightnessContrast>
</a14:imgEffect>
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</a:ext>
<a:ext>
<a14:useLocalDpi></a14:useLocalDpi>
</a:ext>
</a:extLst>
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<a:srcRect></a:srcRect>
<a:stretch></a:stretch>
</pic:blipFill>
<pic:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
<a:noFill></a:noFill>
<a:ln>
<a:noFill></a:noFill>
</a:ln>
<a:extLst>
<a:ext>
<a14:shadowObscured></a14:shadowObscured>
</a:ext>
</a:extLst>
</pic:spPr>
</pic:pic>
</a:graphicData>
</a:graphic>
<wp14:sizeRelH>
<wp14:pctWidth>0</wp14:pctWidth>
</wp14:sizeRelH>
<wp14:sizeRelV>
<wp14:pctHeight>0</wp14:pctHeight>
</wp14:sizeRelV>
</wp:anchor>
</w:drawing>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Por el contrario, en las perspectivas internas se enmarcan los objetivos en los que la compañía tiene margen de actuación. Tradicionalmente, la metodología del CMI propone dos perspectivas internas: procesos y capacidades estratégicas.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
</w:rPr>
<w:t>Figura 6.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Las Perspectivas de Análisis del </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
</w:rPr>
<w:t>Balanced Scorecard</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>De acuerdo al criterio de varios autores están son las perspectivas usualmente se emplean en esta herramienta de gestión, pero los autores de este articulo han reinventado sus perspectivas para que se adapten al objeto de estudio. Para ello proponen lo siguiente: las perspectivas externas son: Financiera y Clientes; como perspectivas internas: Ambiental y Formación-Procesos Internos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>El objetivo de esta etapa es seleccionar y establecer aquellos indicadores asociados con la oferta y la demanda que respondan a las perspectivas propuestas en este modelo de gestión turístico. A continuación, se presentan los indicadores clave de desempeño, los cuales fueron definidos en relación a los conceptos planteados para cada uno de perspectivas establecidas en la etapa anterior del presente trabajo. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:ind></w:ind>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Perspectiva Financiera </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Responde a las necesidades y expectativas de los empresarios que se dedican a comercializar productos turísticos en la zona de estudio, está marcada por el ciclo de vida de los servicios ofrecidos. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Número de turistas internacionales</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Estancia media por turista</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Porcentaje de ocupación en el período</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Percepción de la relación calidad-precio</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:ind></w:ind>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Perspectiva Cliente</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Responde a la forma en cómo se van a satisfacer las necesidades de los clientes en este caso turistas nacionales e internacionales. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Satisfacción de cliente externo.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Satisfacción del cliente interno.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Imagen</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Porcentajes de clientes que retornan.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:ind></w:ind>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Perspectiva Ambiental </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Responde a mejorar y mantener la calidad del entorno y buscar prácticas sostenibles con el ambiente de manera que se mejoran los procesos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Calidad de las playas.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Calidad de la hostelería.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Calidad de la restauración.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Calidad de las actividades recreativas</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:ind></w:ind>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Perspectiva Formación-Procesos Internos</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Responde a como se van a mejorar los procesos y desarrollar excelencia operativa en las empresas que comercialicen servicios turísticos y así garantizar estándares altos de calidad.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Posicionamiento competitivo nacional.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Nivel de satisfacción de los residentes con la actividad turística</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>% de trabajadores con la calificación requerida.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Comportamiento del delito en el destino.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:ind></w:ind>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Etapa 4: Determinación de los objetivos estratégicos y Desarrollo del Mapeo Estratégico</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>El objetivo de esta etapa es el establecimiento de los objetivos estratégicos en cada una de las perspectivas, este proceso debe ayudar a la compañía a explicar cómo va a conseguir la implantación de su estrategia tanto a corto como a largo plazo.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rStyle></w:rStyle>
<w:rFonts></w:rFonts>
<w:vertAlign></w:vertAlign>
<w:lang></w:lang>
</w:rPr>
<w:t> (10)</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> Los objetivos deben ser elaborados de forma SMART para así elaborar un plan de acción. Para ello estos objetivos deben ser Específicos, Medibles, Alcanzables, Realistas y determinados por un periodo de tiempo. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:lang></w:lang>
</w:rPr>
<w:t>Financiera: </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>En esta perspectiva estarán los objetivos estratégicos que reflejen cómo la organización pretende promover el crecimiento de los valores financieros vinculados al crecimiento del ingreso y la productividad. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Aumentar la demanda de turistas internacionales en los destinos turísticos de la zona norte Manabí realizando campañas publicitarias a través de los medios digitales durante un periodo de 3 meses. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Incrementar la participación y permanencia de los turistas internacionales en las zonas Sucre, san Vicente, Jama y Pedernales a través de actividades recreativas durante el periodo de 6 meses.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:lang></w:lang>
</w:rPr>
<w:t>Clientes: </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Los objetivos estratégicos hacia esta perspectiva. Deben basarse en conocer lo que el cliente necesita para estar conforme con el servicio prestado y transformarlo en objetivos estratégicos. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Analizar el perfil de los turistas con el objetivo proporcionar información actualizada a las empresas de servicios turísticos durante el periodo de 3 meses con el fin de ayudar a la economía de la zona norte de Manabí.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Capacitar a los propietarios de servicios de hostelería, gastronomía y guía turística en los destinos turísticos durante el periodo de 6 meses para mejorar la atención al cliente en sus servicios.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Formación-Procesos Internos:</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>En esta perspectiva es necesario definir objetivos que permitan desarrollar excelencia operativa, es decir, mejorando procesos, ganar escala y garantizar estándares altos de calidad.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Mejorar la calidad de los servicios turísticos ofrecidos en los destinos turísticos durante 1 año para conseguir un mayor posicionamiento competitivo a nivel nacional.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Disminuir la delincuencia en los destinos a través de acciones conjuntas con la policía nacional durante 1 año y así resguardar la seguridad de los turistas.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:lang></w:lang>
</w:rPr>
<w:t>Ambiental: </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>En esta perspectiva los objetivos estratégicos se desarrollan con la finalidad de mejorar y mantener la calidad del entorno y buscar prácticas sostenibles con el ambiente de manera que se mejoran los procesos. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Implementar acciones de turismo sustentables durante el periodo de 1 año con el medio ambiente y así ofrecer playas con calidad. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Mejorar la propuesta de restauración, hostelería y actividades recreativas durante el periodo de 6 meses en los destinos turísticos con el objetivo de brindar una mejor experiencia al turista. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>El mapa estratégico es una herramienta cuya creación y desarrollo corresponde a David P. Norton y Robert Kaplan, padres del modelo </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
</w:rPr>
<w:t>Balanced Scorecard</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>. El objeto de este modelo es, principalmente, proporcionar a las organizaciones un sistema que les permita medir y controlar su desempeño. El papel del mapa estratégico en este modelo es mostrar una visión general de la estrategia </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:vertAlign></w:vertAlign>
<w:lang></w:lang>
</w:rPr>
<w:t>(11)</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>. En la Figura 7 se expone el mapeo estratégico de los destinos turísticos de la zona norte Manabí. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:noProof></w:noProof>
<w:lang></w:lang>
</w:rPr>
<w:drawing>
<wp:anchor>
<wp:simplePos></wp:simplePos>
<wp:positionH>
<wp:align>center</wp:align>
</wp:positionH>
<wp:positionV>
<wp:posOffset>115717</wp:posOffset>
</wp:positionV>
<wp:extent></wp:extent>
<wp:effectExtent></wp:effectExtent>
<wp:wrapTopAndBottom></wp:wrapTopAndBottom>
<wp:docPr></wp:docPr>
<wp:cNvGraphicFramePr>
<a:graphicFrameLocks></a:graphicFrameLocks>
</wp:cNvGraphicFramePr>
<a:graphic>
<a:graphicData>
<pic:pic>
<pic:nvPicPr>
<pic:cNvPr></pic:cNvPr>
<pic:cNvPicPr></pic:cNvPicPr>
</pic:nvPicPr>
<pic:blipFill>
<a:blip>
<a:extLst>
<a:ext>
<a14:imgProps>
<a14:imgLayer>
<a14:imgEffect>
<a14:brightnessContrast></a14:brightnessContrast>
</a14:imgEffect>
</a14:imgLayer>
</a14:imgProps>
</a:ext>
<a:ext>
<a14:useLocalDpi></a14:useLocalDpi>
</a:ext>
</a:extLst>
</a:blip>
<a:stretch>
<a:fillRect></a:fillRect>
</a:stretch>
</pic:blipFill>
<pic:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
</pic:spPr>
</pic:pic>
</a:graphicData>
</a:graphic>
<wp14:sizeRelV>
<wp14:pctHeight>0</wp14:pctHeight>
</wp14:sizeRelV>
</wp:anchor>
</w:drawing>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
</w:rPr>
<w:t>Figura 7.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> Mapeo Estratégico de los destinos turísticos de la Zona Norte Manabí</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
<w:numPr>
<w:ilvl></w:ilvl>
<w:numId></w:numId>
</w:numPr>
<w:spacing></w:spacing>
<w:ind></w:ind>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Etapa 5: Realización de la Matriz </w:t>
</w:r>
<w:bookmarkStart></w:bookmarkStart>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Balanced Scorcecard</w:t>
</w:r>
<w:bookmarkEnd></w:bookmarkEnd>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>El objetivo de esta etapa es realizar un esquema de la Matriz </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
</w:rPr>
<w:t>Balanced Scorcecard</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> en la cual, se explican los objetivos a seguir para mejorar estratégicamente los destinos turísticos Sucre, San Vicente, Jama y Pedernales. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Cabe recalcar que estos objetivos se realizan en base a los indicadores de cada perspectiva, estos se evalúan por el semáforo de impacto, se determina la táctica que se desarrollará por un tiempo determinado, quienes son los responsables de esa acción, el tiempo de ejecución y cuáles serán las mejoras a futuro. El CMI estratifica la información de acuerdo con la estrategia y la estructura de responsabilidades en la organización. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>La Matriz </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
</w:rPr>
<w:t>Balanced Scorecard</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t> es una poderosa herramienta para la navegación estratégica, que proporciona una visión integral del desempeño global de la empresa. El tablero de control emplea criterios de evaluación e indicadores para controlar la eficiencia y eficacia en el cumplimiento de la misión y objetivos de la empresa. Este instrumento muestra la información de manera organizada y sintetizada. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Tabla 4.</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Aplicación del </w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Balanced</w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Scorecard</w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:i></w:i>
<w:iCs></w:iCs>
<w:lang></w:lang>
</w:rPr>
<w:t> a los destinos turísticos de la zona de estudio.</w:t>
</w:r>
</w:p>
<w:tbl>
<w:tblPr>
<w:tblStyle></w:tblStyle>
<w:tblW></w:tblW>
<w:tblLayout></w:tblLayout>
<w:tblLook></w:tblLook>
</w:tblPr>
<w:tblGrid>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
<w:gridCol></w:gridCol>
</w:tblGrid>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:gridSpan></w:gridSpan>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>MATRIZ DEL BALANCED SCORECARD APLICADO A LOS DESTINOS TURÍSTICOS SUCRE - SAN VICENTE - JAMA - PEDERNALES</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>PERSPECTIVAS</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>OBJETIVOS</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>INDICADOR</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>MEJORA</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:gridSpan></w:gridSpan>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>RANGO/CRITERIO</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>RESPONSABLE/S</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>PERIODO</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>INICIATIVAS</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>META</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>PRECAUCIÓN</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>PELIGRO</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Financiera</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Aumentar la demanda de turistas internacionales en los destinos turísticos de la zona norte Manabí.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t># de turistas internacionales</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Aumento del PIB en el sector turismo</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>X</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>GAD MUNICIPALES DE LOS DESTINOS TURÍSTICOS.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>3 meses</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Campañas publicitarias a través de los medios digitales.</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Incrementar la participación y permanencia de los turistas internacionales</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Estancia media de turistas</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Mejora de la economía</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>X</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>GAD MUNICIPALES DE LOS DESTINOS TURÍSTICOS.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>3 meses</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Mejora en actividades recreativas.</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Clientes</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Analizar el perfil de los turistas con el objetivo proporcionar información actualizada a las empresas de servicios turísticos.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Perfil de los turistas</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Información Actualizada y aumento de ingresos.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>X</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>OBSERVATORIO TURÍSTICO DE LA ULEAM EXT. BAHÍA</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>3 meses</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Levantamiento de información</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Capacitar a los propietarios de servicios de hostelería, gastronomía y guía turística en los destinos a mejorar la atención al cliente. </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>% de clientes que retornan</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Retorno de los turistas por la oferta turística de los destinos.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> X</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>BINOMIO</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>GAD – PROPIETARIOS DE LOS NEGOCIOS DE RESTAURACIÓN, HOSTELERÍA Y RECREACIÓN.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>6 meses</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Capacitaciones a los propietarios</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Procesos</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Mejorar la calidad de los servicios turísticos ofrecidos en los destinos turísticos para conseguir un mayor posicionamiento competitivo a nivel nacional.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Posicionamiento competitivo nacional.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Ofrecer servicios turísticos de calidad</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>  X</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>PROPIETARIOS DE NEGOCIOS DE SERVICIOS TURÍSTICOS</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>1 año</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Aplicación de mejoras en los procesos del servicio.</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Disminuir la delincuencia en los destinos a través de acciones conjuntas con la policía nacional y así resguardar la seguridad de los turistas.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Comportamiento del delito en el destino.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Mejorar la seguridad de los turistas.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> X</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>GAD MUNICIPALES DE LOS DESTINOS TURÍSTICOS.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>1 año</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Acciones correctivas en conjunto con la policía nacional.</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
<w:cnfStyle></w:cnfStyle>
<w:trHeight></w:trHeight>
</w:trPr>
<w:tc>
<w:tcPr>
<w:cnfStyle></w:cnfStyle>
<w:tcW></w:tcW>
<w:vMerge></w:vMerge>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Ambiental</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Implementar acciones de turismo sustentables con el medio ambiente y así ofrecer playas con calidad.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Calidad de las playas.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Contribuir con un turismo sostenible.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> X</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>OBSERVATORIO TURÍSTICO DE LA ULEAM EXT. BAHÍA</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:textDirection></w:textDirection>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>1 año</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
<w:noWrap></w:noWrap>
<w:hideMark></w:hideMark>
</w:tcPr>
<w:p>
<w:pPr>
<w:jc></w:jc>
<w:cnfStyle></w:cnfStyle>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:color></w:color>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Manual de procesos.</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
<w:tr>
<w:trPr>
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<w:p>
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<w:jc></w:jc>
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<w:sz></w:sz>
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<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
</w:tc>
<w:tc>
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<w:hideMark></w:hideMark>
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</w:pPr>
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<w:sz></w:sz>
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<w:lang></w:lang>
</w:rPr>
<w:t>Mejorar la propuesta de restauración, hostelería y actividades recreativas en los destinos turísticos con el objetivo de brindar una mejor experiencia al turista.</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
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<w:p>
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<w:sz></w:sz>
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<w:lang></w:lang>
</w:rPr>
<w:t>Calidad de hostelería, restauración y de actividades recreativas</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
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<w:tcW></w:tcW>
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</w:rPr>
<w:t>Experiencias de nivel positivo que sean inolvidables para el turista</w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
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</w:rPr>
<w:t> </w:t>
</w:r>
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</w:rPr>
<w:t> X</w:t>
</w:r>
</w:p>
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</w:rPr>
<w:t> </w:t>
</w:r>
</w:p>
</w:tc>
<w:tc>
<w:tcPr>
<w:tcW></w:tcW>
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<w:p>
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</w:rPr>
<w:t>PROPIETARIOS DE NEGOCIOS DE SERVICIOS TURÍSTICOS</w:t>
</w:r>
</w:p>
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</w:rPr>
<w:t>6 meses</w:t>
</w:r>
</w:p>
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<w:lang></w:lang>
</w:rPr>
<w:t>Aplicar el modelo SERQUAL en los negocios.</w:t>
</w:r>
</w:p>
</w:tc>
</w:tr>
</w:tbl>
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<w:b></w:b>
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</w:pPr>
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<w:p>
<w:pPr>
<w:ind></w:ind>
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<w:b></w:b>
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</w:rPr>
<w:t>DISCUSIÓN</w:t>
</w:r>
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<w:r>
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<w:t>En base al siguiente estudio realizado, se hace evidente la planificación estratégica como un elemento relevante, puesto que incide en las actividades de gestión de los destinos turísticos, entonces es posible suponer que lo señalado por dicha herramienta determinará en gran medida tanto la planificación operativa, así como las actividades diarias actuales de los destinos turísticos Sucre, San Vicente, Jama y Pedernales. El Cuadro de Mando Integral ayuda a las empresas a superar dos cuestiones clave: la medición eficaz del trabajo que realiza la empresa y la puesta en marcha o implementación de la estrategia. </w:t>
</w:r>
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</w:rPr>
<w:t>(13)</w:t>
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<w:r>
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<w:t> De acuerdo a lo expuesto esta herramienta generalmente se la emplea en ámbitos empresariales, pero los autores le bridan un enfoque innovador al direccionarlo al entorno turístico, puesto que las perspectivas son: financiera, clientes, formación-procesos internos y ambiental. Cabe mencionar que ciertos autores afirman que es conveniente emplear esta herramienta en la gestión de los destinos turísticos porque crea una visión general de la estrategia a seguir, a partir de un conjunto de criterios o indicadores de medición los cuales son clave para el desarrollo de las estrategias y las medidas de acción. </w:t>
</w:r>
</w:p>
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<w:jc></w:jc>
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</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
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<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
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<w:lang></w:lang>
</w:rPr>
<w:t>La aplicación del CMI no sólo es un proyecto que mide resultados, sino que afecta a muchos procedimientos organizativos fundamentales de la gestión turística. A través de una discusión detallada paso a paso, esta obra proporciona una visión clara y soluciones prácticas a los destinos de la zona de estudio. Para ello es necesario realizar un estudio de la situación de la oferta y la demanda de los destinos turísticos de la zona norte Manabí, para ello se ha recopilado información de estudios acerca de las fuerzas actuantes del entorno de los destinos Sucre, San Vicente, Jama y Pedernales. En la Tabla 2. se muestra la Ejecución de la Matriz FODA en los destinos turísticos de la zona de estudio. De acuerdo a varios autores el empleo de esta herramienta permite conocer la situación real en que se encuentra la empresa, negocio, o destino, así como el riesgo y oportunidades que le brinda el mercado. </w:t>
</w:r>
</w:p>
<w:p>
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<w:jc></w:jc>
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<w:lang></w:lang>
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</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:jc></w:jc>
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<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Es importante definir los indicadores asociados a la oferta y la demanda de los destinos turísticos, para identificar los indicadores los autores establecieron una lista inicial de 53 indicadores aplicando el Método Delphi con el objetivo de seleccionar los indicadores que se adecuen al sector, validaron la información con la experiencia de 24 expertos con más de 10 años en gestión turística. Los resultados arrojaron 16 indicadores con los que se deben gestionar los destinos turísticos; que se pueden evidenciar en la Tabla 3. </w:t>
</w:r>
</w:p>
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<w:jc></w:jc>
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<w:jc></w:jc>
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</w:rPr>
</w:pPr>
<w:r>
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<w:lang></w:lang>
</w:rPr>
<w:t>En base a los indicadores se establecen los objetivos estratégicos estos deben estar relacionados con las perspectivas del modelo de gestión, de manera que facilita el desarrollo del mapeo estratégico. Los mapas estratégicos son una manera de proporcionar una visión macro de la estrategia de la organización y proveen un lenguaje para describir la estrategia antes de elegir las métricas para evaluar su desempeño. </w:t>
</w:r>
<w:r>
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</w:rPr>
<w:t>(14)</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> Y finalmente </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>se elabora el cuadro de mando diseñado de forma llamativa y organizada, de tal forma permite al análisis de los indicadores y evaluar el proceso de mejora a los destinos turísticos. En la Tabla 4. se evidencia el tablero de control aplicado a los destinos turísticos de la zona de estudio. Esto supondrá que la estrategia se difunda y por ende ser aplicada por todos los responsables del proceso, de manera que puedan contribuir a alcanzar la misión reflejada en el Cuadro de Mando Integral. En resumen, el CMI proporcionará a la zona de estudio una visión completa para la toma de decisiones a empresarios y autoridades gubernamentales, así también las medidas operativas para satisfacer a los clientes/turistas, nivel de innovación en los procesos y actividades operativas para mejorar la calidad ambiental en los destinos de manera sustentable, y así mejorar la economía. </w:t>
</w:r>
</w:p>
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<w:jc></w:jc>
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<w:i></w:i>
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<w:p>
<w:pPr>
<w:ind></w:ind>
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</w:pPr>
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<w:b></w:b>
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</w:rPr>
<w:t>CONCLUSIONES</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:ind></w:ind>
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<w:r>
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<w:t>Se establece que el procedimiento seleccionado, permitirá obtener resultados exitosos en su aplicación al desarrollo del turismo en los destinos turísticos Sucre, San Vicente, Jama y Pedernales, porque permite asegurar la alineación entre finanzas, mercado, procesos, innovación; y a su vez, el ambiente. Es decir, permite establecer una dirección estratégica focalizada a la creación de valor. </w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
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</w:rPr>
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<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
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</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>Los destinos turísticos Sucre, San Vicente, Jama y Pedernales cuentan con el potencial necesario para convertirse en lugares icónicos para el turismo, por lo que requiere el soporte de una adecuada infraestructura para su desarrollo y la adopción de la estrategia propuesta, la cual debe ser renovada constantemente. </w:t>
</w:r>
<w:r>
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<w:rFonts></w:rFonts>
</w:rPr>
<w:t> </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>El diseño de la estratégica para el desarrollo del turismo en los destinos de la Zona Norte Manabí, se consolidada en un Cuadro de Mando Integral o </w:t>
</w:r>
<w:r>
<w:rPr>
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<w:i></w:i>
<w:iCs></w:iCs>
</w:rPr>
<w:t>Balanced Scorecard</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
</w:rPr>
<w:t>, el cual es un poderoso instrumento de gestión para proveer continuidad a su desarrollo turístico, porque permite expresar los objetivos e iniciativas necesarias para cumplir con su estrategia.</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
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<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
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<w:rFonts></w:rFonts>
<w:b></w:b>
<w:bCs></w:bCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
</w:p>
<w:p>
<w:pPr>
<w:ind></w:ind>
<w:jc></w:jc>
<w:rPr>
<w:rFonts></w:rFonts>
<w:b></w:b>
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<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
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<w:b></w:b>
<w:bCs></w:bCs>
<w:lang></w:lang>
</w:rPr>
<w:t>REFERENCIAS</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:spacing></w:spacing>
<w:ind></w:ind>
<w:jc></w:jc>
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<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
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<w:lang></w:lang>
</w:rPr>
<w:t>M, </w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Muoz</w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t> y M, Cuesta. “Gestión de la RSC”. </w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Netbiblo</w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>. Primera Ed. pp. 25. </w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>Oleiros</w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
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<w:rFonts></w:rFonts>
<w:lang></w:lang>
</w:rPr>
<w:t>, España. ISBN: 978-84-9745-510-7. 2010.</w:t>
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<w:t>D, Veneros. “Importancia del Cuadro de Mando Integral como herramienta de gestión para mejorar los indicadores financieros de la empresa de transportes Ave Fénix SAC”, pp. 9. </w:t>
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<w:t> 24 de abril de 2020. URL: http://dspace.unitru.edu.pe/handle/UNITRU/8015</w:t>
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<w:t> y M, Bravo. “Plan Estratégico que sustente la declaratoria como destinos turísticos priorizado a los cantones Pedernales, Jama, San Vicente, Sucre”, pp. 86. </w:t>
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<w:t>25 de abril de 2020. URL: http://repositorio.espam.edu.ec/handle/42000/1071</w:t>
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<w:t>H, Ponce. “La matriz FODA: alternativa de diagnóstico y determinación de estrategias de intervención en diversas organizaciones.”. Enseñanza e Investigación en Psicología [en línea], pp. 3 2007. ISSN: 0185-1594.</w:t>
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<w:t> y W, Valls. “Análisis de los indicadores para gestionar destinos turísticos en el cantón Sucre”, pp. 16. 2016. </w:t>
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<w:t>. “Cuadro de mando integral”. Ediciones Díaz de Santos. </w:t>
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<w:t>Primera Ed</w:t>
</w:r>
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<w:rPr>
<w:rFonts></w:rFonts>
<w:lang></w:lang>
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<w:t>. pp. 462. Ciudad, País. ISBN:</w:t>
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<w:t>9788499694856. 2006.</w:t>
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<w:t>F, Amo. “El Cuadro de Mando Integral "</w:t>
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<w:t>”. ESIC Editorial. </w:t>
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</w:rPr>
<w:t>Primera Ed</w:t>
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<w:r>
<w:rPr>
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</w:rPr>
<w:t>. pp. 11. Madrid, España. ISBN: 9788417024512. 2017.</w:t>
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<w:t>A, Fernández. “Claves para la implantación del cuadro de mando integral”. Ediciones Deusto - Planeta de Agostini Profesional y Formación S.L, pp. 1-18. 2004. ISSN: 1134-0827.</w:t>
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<w:t>”. Grupo Planeta </w:t>
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<w:t>8498754267. 2014.</w:t>
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<w:t>D, Martínez y A, Milla. “Elementos básicos del cuadro del mando integral”. Ediciones Díaz de Santos. Primera Ed. pp. 210-213. Madrid, España. ISBN:</w:t>
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<w:t>978-84-9969-409-2. 2012.</w:t>
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<a:t>Etapa 1: Análisis de la situación actual de los destinos turísticos.</a:t>
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<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Realización de matriz DAFO</a:t>
</a:r>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Etapa 2: Identificación de los indicadores asociados a la oferta y demanda</a:t>
</a:r>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Mediante una recopilación de información estadística de estudios anteriores.</a:t>
</a:r>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Se establecen en base a las perspectivas de acuerdo a sus respectivos indicadores.</a:t>
</a:r>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Etapa 3: Determinación de los objetivos Estratégicos.</a:t>
</a:r>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Etapa 4: Derrollo de mapeo estratégico.</a:t>
</a:r>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Este se desarrollo con el fin de establecer una visión más clara a la estrategia.</a:t>
</a:r>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Etapa 5: Matriz Balanced Scorcecard.</a:t>
</a:r>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Se establecen los objetivos, el indicador, la mejora, el rango/criterio, responsable, periodo y las inicitivas estratégicas</a:t>
</a:r>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
<dgm:t>
<a:bodyPr></a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr></a:pPr>
<a:endParaRPr></a:endParaRPr>
</a:p>
</dgm:t>
</dgm:pt>
<dgm:pt>
<dgm:prSet>
<dgm:presLayoutVars>
<dgm:dir></dgm:dir>
<dgm:animLvl></dgm:animLvl>
<dgm:resizeHandles></dgm:resizeHandles>
</dgm:presLayoutVars>
</dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet>
<dgm:presLayoutVars>
<dgm:bulletEnabled></dgm:bulletEnabled>
</dgm:presLayoutVars>
</dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet>
<dgm:presLayoutVars>
<dgm:bulletEnabled></dgm:bulletEnabled>
</dgm:presLayoutVars>
</dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet>
<dgm:presLayoutVars>
<dgm:bulletEnabled></dgm:bulletEnabled>
</dgm:presLayoutVars>
</dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet>
<dgm:presLayoutVars>
<dgm:bulletEnabled></dgm:bulletEnabled>
</dgm:presLayoutVars>
</dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet></dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
<dgm:pt>
<dgm:prSet>
<dgm:presLayoutVars>
<dgm:bulletEnabled></dgm:bulletEnabled>
</dgm:presLayoutVars>
</dgm:prSet>
<dgm:spPr></dgm:spPr>
</dgm:pt>
</dgm:ptLst>
<dgm:cxnLst>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
<dgm:cxn></dgm:cxn>
</dgm:cxnLst>
<dgm:bg></dgm:bg>
<dgm:whole></dgm:whole>
<dgm:extLst>
<a:ext>
<dsp:dataModelExt></dsp:dataModelExt>
</a:ext>
</dgm:extLst>
</dgm:dataModel>
</pkg:xmlData>
</pkg:part>
<pkg:part>
<pkg:xmlData>
<w:hdr>
<w:p>
<w:pPr>
<w:pStyle></w:pStyle>
</w:pPr>
<w:r>
<w:rPr>
<w:noProof></w:noProof>
<w:lang></w:lang>
</w:rPr>
<mc:AlternateContent>
<mc:Choice>
<w:drawing>
<wp:anchor>
<wp:simplePos></wp:simplePos>
<wp:positionH>
<wp:posOffset>4019766</wp:posOffset>
</wp:positionH>
<wp:positionV>
<wp:posOffset>4744589</wp:posOffset>
</wp:positionV>
<wp:extent></wp:extent>
<wp:effectExtent></wp:effectExtent>
<wp:wrapNone></wp:wrapNone>
<wp:docPr></wp:docPr>
<wp:cNvGraphicFramePr></wp:cNvGraphicFramePr>
<a:graphic>
<a:graphicData>
<wps:wsp>
<wps:cNvSpPr></wps:cNvSpPr>
<wps:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
<a:solidFill>
<a:schemeClr></a:schemeClr>
</a:solidFill>
<a:ln>
<a:noFill></a:noFill>
</a:ln>
</wps:spPr>
<wps:txbx>
<w:txbxContent>
<w:p>
<w:pPr>
<w:keepNext></w:keepNext>
<w:keepLines></w:keepLines>
<w:spacing></w:spacing>
<w:jc></w:jc>
<w:outlineLvl></w:outlineLvl>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Journal of Business and entrepreneurial</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:keepNext></w:keepNext>
<w:keepLines></w:keepLines>
<w:spacing></w:spacing>
<w:jc></w:jc>
<w:outlineLvl></w:outlineLvl>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
</w:pPr>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>Enero</w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>-</w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>marzo</w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> Vol. </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>5</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>-</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
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<w:t>1</w:t>
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<w:sz></w:sz>
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<w:t> - 202</w:t>
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<w:sz></w:sz>
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<w:t>1</w:t>
</w:r>
<w:r>
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<w:t> </w:t>
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<w:rFonts></w:rFonts>
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<w:t>http://journalbusinesses.com/index.php/revista</w:t>
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<w:t>e</w:t>
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<w:r>
<w:rPr>
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</w:rPr>
<w:t>-</w:t>
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<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>ISSN: 2576-0971</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:keepNext></w:keepNext>
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<w:lang></w:lang>
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<w:r>
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<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
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<w:t>journalbusinessentrepreneurial@gmail.com</w:t>
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<w:pPr>
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<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
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<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Recepción: 04 </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Enero 2020</w:t>
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<w:pPr>
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<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Aprobación: </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>1</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>6 </w:t>
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<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Noviembre 2020</w:t>
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<w:pPr>
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<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Pag </w:t>
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<w:r>
<w:rPr>
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<w:sz></w:sz>
<w:szCs></w:szCs>
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<w:t>1</w:t>
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<w:rPr>
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<w:t>13-134</w:t>
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<a:noAutofit></a:noAutofit>
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<w:t>Journal of Business and entrepreneurial</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:keepNext></w:keepNext>
<w:keepLines></w:keepLines>
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<w:proofErr></w:proofErr>
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<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
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<w:lang></w:lang>
</w:rPr>
<w:t>Enero</w:t>
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<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>-</w:t>
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<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
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<w:lang></w:lang>
</w:rPr>
<w:t>marzo</w:t>
</w:r>
<w:proofErr></w:proofErr>
<w:r>
<w:rPr>
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<w:sz></w:sz>
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<w:t> Vol. </w:t>
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<w:rPr>
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<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>5</w:t>
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<w:rFonts></w:rFonts>
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<w:lang></w:lang>
</w:rPr>
<w:t>-</w:t>
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<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>1</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> - 202</w:t>
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<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t>1</w:t>
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<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
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</w:pPr>
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<w:rPr>
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<w:sz></w:sz>
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<w:lang></w:lang>
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<w:t>http://journalbusinesses.com/index.php/revista</w:t>
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<w:rPr>
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<w:t>e</w:t>
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<w:r>
<w:rPr>
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<w:sz></w:sz>
<w:szCs></w:szCs>
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<w:t>-</w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>ISSN: 2576-0971</w:t>
</w:r>
</w:p>
<w:p>
<w:pPr>
<w:keepNext></w:keepNext>
<w:keepLines></w:keepLines>
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<w:rFonts></w:rFonts>
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<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
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<w:lang></w:lang>
</w:rPr>
<w:t> </w:t>
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<w:t>journalbusinessentrepreneurial@gmail.com</w:t>
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<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
</w:pPr>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Recepción: 04 </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Enero 2020</w:t>
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<w:sz></w:sz>
<w:szCs></w:szCs>
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<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Aprobación: </w:t>
</w:r>
<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>1</w:t>
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<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
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<w:t>6 </w:t>
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<w:r>
<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Noviembre 2020</w:t>
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<w:sz></w:sz>
<w:szCs></w:szCs>
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<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
</w:rPr>
<w:t>Pag </w:t>
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<w:rPr>
<w:rFonts></w:rFonts>
<w:sz></w:sz>
<w:szCs></w:szCs>
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<w:t>1</w:t>
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<w:rPr>
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<w:t>13-134</w:t>
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<w:t>* MBA. Universidad Laica Eloy Alfaro de Manabí (ULEAM) Extensión Bahía de Caráquez., Bahía de Caráquez – Ecuador. E-mail. </w:t>
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<w:t>vivicarvajalzambrano@gmail.com</w:t>
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<w:t>; ORCID: </w:t>
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<w:t>https://orcid.org/0000-0001-8451-9683</w:t>
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<w:t>.</w:t>
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<w:t>* * * Doctora en Ciencias Técnicas. Docente de la Universidad de Matanzas- Cuba. E-mail: nelydaylinyuly@gmail.com ORCID: </w:t>
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<w:t>**** Docente de la Universidad Laica Eloy Alfaro de Manabí (ULEAM) Extensión Bahía de Caráquez., Bahía de Caráquez – Ecuador. E-mail: kek_1182@hotmail.com ORCID: https://orcid.org/0000-0001-5955-8808</w:t>
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<a:alphaOff></a:alphaOff>
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<a:prstDash></a:prstDash>
<a:miter></a:miter>
</a:ln>
<a:effectLst></a:effectLst>
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<a:lnRef>
<a:scrgbClr></a:scrgbClr>
</a:lnRef>
<a:fillRef>
<a:scrgbClr></a:scrgbClr>
</a:fillRef>
<a:effectRef>
<a:scrgbClr></a:scrgbClr>
</a:effectRef>
<a:fontRef>
<a:schemeClr></a:schemeClr>
</a:fontRef>
</dsp:style>
<dsp:txBody>
<a:bodyPr>
<a:noAutofit></a:noAutofit>
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<a:lstStyle></a:lstStyle>
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<a:spcPct></a:spcPct>
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<a:spcPct></a:spcPct>
</a:spcAft>
<a:buNone></a:buNone>
</a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Etapa 5: Matriz Balanced Scorcecard.</a:t>
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</a:p>
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<dsp:txXfrm>
<a:off></a:off>
<a:ext></a:ext>
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<dsp:cNvSpPr></dsp:cNvSpPr>
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<a:off></a:off>
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<a:solidFill>
<a:schemeClr>
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<a:hueOff></a:hueOff>
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<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:prstDash></a:prstDash>
<a:miter></a:miter>
</a:ln>
<a:effectLst></a:effectLst>
</dsp:spPr>
<dsp:style>
<a:lnRef>
<a:scrgbClr></a:scrgbClr>
</a:lnRef>
<a:fillRef>
<a:scrgbClr></a:scrgbClr>
</a:fillRef>
<a:effectRef>
<a:scrgbClr></a:scrgbClr>
</a:effectRef>
<a:fontRef></a:fontRef>
</dsp:style>
<dsp:txBody>
<a:bodyPr>
<a:noAutofit></a:noAutofit>
</a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr>
<a:lnSpc>
<a:spcPct></a:spcPct>
</a:lnSpc>
<a:spcBef>
<a:spcPct></a:spcPct>
</a:spcBef>
<a:spcAft>
<a:spcPct></a:spcPct>
</a:spcAft>
<a:buNone></a:buNone>
</a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Se establecen los objetivos, el indicador, la mejora, el rango/criterio, responsable, periodo y las inicitivas estratégicas</a:t>
</a:r>
</a:p>
</dsp:txBody>
<dsp:txXfrm>
<a:off></a:off>
<a:ext></a:ext>
</dsp:txXfrm>
</dsp:sp>
<dsp:sp>
<dsp:nvSpPr>
<dsp:cNvPr></dsp:cNvPr>
<dsp:cNvSpPr></dsp:cNvSpPr>
</dsp:nvSpPr>
<dsp:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
<a:solidFill>
<a:schemeClr>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:ln>
<a:solidFill>
<a:schemeClr>
<a:shade></a:shade>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:prstDash></a:prstDash>
<a:miter></a:miter>
</a:ln>
<a:effectLst></a:effectLst>
</dsp:spPr>
<dsp:style>
<a:lnRef>
<a:scrgbClr></a:scrgbClr>
</a:lnRef>
<a:fillRef>
<a:scrgbClr></a:scrgbClr>
</a:fillRef>
<a:effectRef>
<a:scrgbClr></a:scrgbClr>
</a:effectRef>
<a:fontRef>
<a:schemeClr></a:schemeClr>
</a:fontRef>
</dsp:style>
<dsp:txBody>
<a:bodyPr>
<a:noAutofit></a:noAutofit>
</a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr>
<a:lnSpc>
<a:spcPct></a:spcPct>
</a:lnSpc>
<a:spcBef>
<a:spcPct></a:spcPct>
</a:spcBef>
<a:spcAft>
<a:spcPct></a:spcPct>
</a:spcAft>
<a:buNone></a:buNone>
</a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Etapa 4: Derrollo de mapeo estratégico.</a:t>
</a:r>
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<a:off></a:off>
<a:ext></a:ext>
</dsp:txXfrm>
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<dsp:cNvPr></dsp:cNvPr>
<dsp:cNvSpPr></dsp:cNvSpPr>
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<a:off></a:off>
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<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
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<a:schemeClr>
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<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:prstDash></a:prstDash>
<a:miter></a:miter>
</a:ln>
<a:effectLst></a:effectLst>
</dsp:spPr>
<dsp:style>
<a:lnRef>
<a:scrgbClr></a:scrgbClr>
</a:lnRef>
<a:fillRef>
<a:scrgbClr></a:scrgbClr>
</a:fillRef>
<a:effectRef>
<a:scrgbClr></a:scrgbClr>
</a:effectRef>
<a:fontRef></a:fontRef>
</dsp:style>
<dsp:txBody>
<a:bodyPr>
<a:noAutofit></a:noAutofit>
</a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr>
<a:lnSpc>
<a:spcPct></a:spcPct>
</a:lnSpc>
<a:spcBef>
<a:spcPct></a:spcPct>
</a:spcBef>
<a:spcAft>
<a:spcPct></a:spcPct>
</a:spcAft>
<a:buNone></a:buNone>
</a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Este se desarrollo con el fin de establecer una visión más clara a la estrategia.</a:t>
</a:r>
</a:p>
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<dsp:txXfrm>
<a:off></a:off>
<a:ext></a:ext>
</dsp:txXfrm>
</dsp:sp>
<dsp:sp>
<dsp:nvSpPr>
<dsp:cNvPr></dsp:cNvPr>
<dsp:cNvSpPr></dsp:cNvSpPr>
</dsp:nvSpPr>
<dsp:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
<a:solidFill>
<a:schemeClr>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:ln>
<a:solidFill>
<a:schemeClr>
<a:shade></a:shade>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:prstDash></a:prstDash>
<a:miter></a:miter>
</a:ln>
<a:effectLst></a:effectLst>
</dsp:spPr>
<dsp:style>
<a:lnRef>
<a:scrgbClr></a:scrgbClr>
</a:lnRef>
<a:fillRef>
<a:scrgbClr></a:scrgbClr>
</a:fillRef>
<a:effectRef>
<a:scrgbClr></a:scrgbClr>
</a:effectRef>
<a:fontRef>
<a:schemeClr></a:schemeClr>
</a:fontRef>
</dsp:style>
<dsp:txBody>
<a:bodyPr>
<a:noAutofit></a:noAutofit>
</a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr>
<a:lnSpc>
<a:spcPct></a:spcPct>
</a:lnSpc>
<a:spcBef>
<a:spcPct></a:spcPct>
</a:spcBef>
<a:spcAft>
<a:spcPct></a:spcPct>
</a:spcAft>
<a:buNone></a:buNone>
</a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Etapa 3: Determinación de los objetivos Estratégicos.</a:t>
</a:r>
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<a:off></a:off>
<a:ext></a:ext>
</dsp:txXfrm>
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<dsp:sp>
<dsp:nvSpPr>
<dsp:cNvPr></dsp:cNvPr>
<dsp:cNvSpPr></dsp:cNvSpPr>
</dsp:nvSpPr>
<dsp:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
<a:solidFill>
<a:schemeClr>
<a:alpha></a:alpha>
<a:tint></a:tint>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:ln>
<a:solidFill>
<a:schemeClr>
<a:alpha></a:alpha>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:prstDash></a:prstDash>
<a:miter></a:miter>
</a:ln>
<a:effectLst></a:effectLst>
</dsp:spPr>
<dsp:style>
<a:lnRef>
<a:scrgbClr></a:scrgbClr>
</a:lnRef>
<a:fillRef>
<a:scrgbClr></a:scrgbClr>
</a:fillRef>
<a:effectRef>
<a:scrgbClr></a:scrgbClr>
</a:effectRef>
<a:fontRef></a:fontRef>
</dsp:style>
<dsp:txBody>
<a:bodyPr>
<a:noAutofit></a:noAutofit>
</a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr>
<a:lnSpc>
<a:spcPct></a:spcPct>
</a:lnSpc>
<a:spcBef>
<a:spcPct></a:spcPct>
</a:spcBef>
<a:spcAft>
<a:spcPct></a:spcPct>
</a:spcAft>
<a:buNone></a:buNone>
</a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Se establecen en base a las perspectivas de acuerdo a sus respectivos indicadores.</a:t>
</a:r>
</a:p>
</dsp:txBody>
<dsp:txXfrm>
<a:off></a:off>
<a:ext></a:ext>
</dsp:txXfrm>
</dsp:sp>
<dsp:sp>
<dsp:nvSpPr>
<dsp:cNvPr></dsp:cNvPr>
<dsp:cNvSpPr></dsp:cNvSpPr>
</dsp:nvSpPr>
<dsp:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
<a:solidFill>
<a:schemeClr>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:ln>
<a:solidFill>
<a:schemeClr>
<a:shade></a:shade>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:prstDash></a:prstDash>
<a:miter></a:miter>
</a:ln>
<a:effectLst></a:effectLst>
</dsp:spPr>
<dsp:style>
<a:lnRef>
<a:scrgbClr></a:scrgbClr>
</a:lnRef>
<a:fillRef>
<a:scrgbClr></a:scrgbClr>
</a:fillRef>
<a:effectRef>
<a:scrgbClr></a:scrgbClr>
</a:effectRef>
<a:fontRef>
<a:schemeClr></a:schemeClr>
</a:fontRef>
</dsp:style>
<dsp:txBody>
<a:bodyPr>
<a:noAutofit></a:noAutofit>
</a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr>
<a:lnSpc>
<a:spcPct></a:spcPct>
</a:lnSpc>
<a:spcBef>
<a:spcPct></a:spcPct>
</a:spcBef>
<a:spcAft>
<a:spcPct></a:spcPct>
</a:spcAft>
<a:buNone></a:buNone>
</a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Etapa 2: Identificación de los indicadores asociados a la oferta y demanda</a:t>
</a:r>
</a:p>
</dsp:txBody>
<dsp:txXfrm>
<a:off></a:off>
<a:ext></a:ext>
</dsp:txXfrm>
</dsp:sp>
<dsp:sp>
<dsp:nvSpPr>
<dsp:cNvPr></dsp:cNvPr>
<dsp:cNvSpPr></dsp:cNvSpPr>
</dsp:nvSpPr>
<dsp:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
<a:solidFill>
<a:schemeClr>
<a:alpha></a:alpha>
<a:tint></a:tint>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:ln>
<a:solidFill>
<a:schemeClr>
<a:alpha></a:alpha>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:prstDash></a:prstDash>
<a:miter></a:miter>
</a:ln>
<a:effectLst></a:effectLst>
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<dsp:style>
<a:lnRef>
<a:scrgbClr></a:scrgbClr>
</a:lnRef>
<a:fillRef>
<a:scrgbClr></a:scrgbClr>
</a:fillRef>
<a:effectRef>
<a:scrgbClr></a:scrgbClr>
</a:effectRef>
<a:fontRef></a:fontRef>
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<a:noAutofit></a:noAutofit>
</a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr>
<a:lnSpc>
<a:spcPct></a:spcPct>
</a:lnSpc>
<a:spcBef>
<a:spcPct></a:spcPct>
</a:spcBef>
<a:spcAft>
<a:spcPct></a:spcPct>
</a:spcAft>
<a:buNone></a:buNone>
</a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Mediante una recopilación de información estadística de estudios anteriores.</a:t>
</a:r>
</a:p>
</dsp:txBody>
<dsp:txXfrm>
<a:off></a:off>
<a:ext></a:ext>
</dsp:txXfrm>
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<dsp:sp>
<dsp:nvSpPr>
<dsp:cNvPr></dsp:cNvPr>
<dsp:cNvSpPr></dsp:cNvSpPr>
</dsp:nvSpPr>
<dsp:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
<a:solidFill>
<a:schemeClr>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:ln>
<a:solidFill>
<a:schemeClr>
<a:shade></a:shade>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:prstDash></a:prstDash>
<a:miter></a:miter>
</a:ln>
<a:effectLst></a:effectLst>
</dsp:spPr>
<dsp:style>
<a:lnRef>
<a:scrgbClr></a:scrgbClr>
</a:lnRef>
<a:fillRef>
<a:scrgbClr></a:scrgbClr>
</a:fillRef>
<a:effectRef>
<a:scrgbClr></a:scrgbClr>
</a:effectRef>
<a:fontRef>
<a:schemeClr></a:schemeClr>
</a:fontRef>
</dsp:style>
<dsp:txBody>
<a:bodyPr>
<a:noAutofit></a:noAutofit>
</a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr>
<a:lnSpc>
<a:spcPct></a:spcPct>
</a:lnSpc>
<a:spcBef>
<a:spcPct></a:spcPct>
</a:spcBef>
<a:spcAft>
<a:spcPct></a:spcPct>
</a:spcAft>
<a:buNone></a:buNone>
</a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Etapa 1: Análisis de la situación actual de los destinos turísticos.</a:t>
</a:r>
</a:p>
</dsp:txBody>
<dsp:txXfrm>
<a:off></a:off>
<a:ext></a:ext>
</dsp:txXfrm>
</dsp:sp>
<dsp:sp>
<dsp:nvSpPr>
<dsp:cNvPr></dsp:cNvPr>
<dsp:cNvSpPr></dsp:cNvSpPr>
</dsp:nvSpPr>
<dsp:spPr>
<a:xfrm>
<a:off></a:off>
<a:ext></a:ext>
</a:xfrm>
<a:prstGeom>
<a:avLst></a:avLst>
</a:prstGeom>
<a:solidFill>
<a:schemeClr>
<a:alpha></a:alpha>
<a:tint></a:tint>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:ln>
<a:solidFill>
<a:schemeClr>
<a:alpha></a:alpha>
<a:hueOff></a:hueOff>
<a:satOff></a:satOff>
<a:lumOff></a:lumOff>
<a:alphaOff></a:alphaOff>
</a:schemeClr>
</a:solidFill>
<a:prstDash></a:prstDash>
<a:miter></a:miter>
</a:ln>
<a:effectLst></a:effectLst>
</dsp:spPr>
<dsp:style>
<a:lnRef>
<a:scrgbClr></a:scrgbClr>
</a:lnRef>
<a:fillRef>
<a:scrgbClr></a:scrgbClr>
</a:fillRef>
<a:effectRef>
<a:scrgbClr></a:scrgbClr>
</a:effectRef>
<a:fontRef></a:fontRef>
</dsp:style>
<dsp:txBody>
<a:bodyPr>
<a:noAutofit></a:noAutofit>
</a:bodyPr>
<a:lstStyle></a:lstStyle>
<a:p>
<a:pPr>
<a:lnSpc>
<a:spcPct></a:spcPct>
</a:lnSpc>
<a:spcBef>
<a:spcPct></a:spcPct>
</a:spcBef>
<a:spcAft>
<a:spcPct></a:spcPct>
</a:spcAft>
<a:buNone></a:buNone>
</a:pPr>
<a:r>
<a:rPr></a:rPr>
<a:t>Realización de matriz DAFO</a:t>
</a:r>
</a:p>
</dsp:txBody>
<dsp:txXfrm>
<a:off></a:off>
<a:ext></a:ext>
</dsp:txXfrm>
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