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This case study analyzes the strategies to improve the quality of the inclusive tourist guidance service in the UTB Self-Sustainable Integral Farm. A descriptive approach and a mixed methodology were used, surveying 36 beneficiaries of the linkage project "Tourism in the UTB Integral Farm" and conducting an interview with the authors of the project. Using the Ishikawa diagram and the Pareto diagram, the most frequent deficiencies that affect service quality were identified. Although the majority of users were satisfied, areas for improvement were highlighted, such as the need to improve sensory agrotourism activities (36.1%), provide more organized and logical scripts and explanations (2.8%), greater courtesy and participation of the guides (14%), and inclusion of activities during the tour (2.8%).
The study is part of the R&D&I projects "Sensory agrotourism in the UTB integral farm: design of guidance based on the perception of the senses and promotional website" and "Tourism in the Self-sustainable Integral Farm of the Technical University of Babahoyo for the purposes of environmental education, sustainability and inclusivity", whose motto is "Enjoying tourism with the eyes of the soul".
