Conexión emocional del Parque Nacional Cotacachi Cayapas

The Cotacachi Cayapas National Park (PNNC) in Ecuador is a prioritized destination for national and foreign tourists where the value proposition has managed functional and non-emotional variables.The present study analyzes the emotional connection and its attributes to understand the impact it has on tourists. The statistical tool structural equations was included for data processing with primary information, finding a high relationship with the other variables analyzed such as service quality, image and loyalty. The recommendation, satisfaction, recommendation and loyalty indices were calculated, finding acceptable performance in the park; however, trust, integrity, pride and passion still need to be managed as elements that generate high emotional connection. A baseline was determined with a proposed systematic evaluation process of the emotional connection of the PNCC with a sustainable tourism development approach and the main elements of the emotional connection were characterized, determining the influence of emotional factors on the functional ones in the PNCC.