Agritourism Demand Profile and Visitor Preferences in Píllaro: Evidence from 371 Surveys

Abstract

This study characterizes the potential demand for agritourism experiences in the Píllaro canton based on 371 visitor surveys. It analyzes sociodemographic variables, travel frequency and characteristics, motivations, preferred activities, expected benefits, willingness to pay, and promotional channels. The results reveal a predominance of domestic Ecuadorian visitors, a strong presence of young adults, a high interest in participatory experiences, and a clear preference for social media as the primary channel to discover agritourism offers (49.06%). The paper proposes an operational market segmentation and translates the findings into product, pricing, communication, and digital distribution strategies. It concludes that potential demand is non-homogeneous and that tailoring packages and digital content can significantly enhance the conversion of user interest into actual visits.