THE IMAGE OF RICHARD CARAPAZ AND HIS INFLUENCE IN THEDEVELOPMENT OF LOCAL TOURISM, AT EL CARMELO PARRISH

Abstract

The Richard Carapaz image transcended the barriers of sport and became a true icon, generating
a wave of enthusiasm and admiration throughout the country. The present investigation analyzed
the role of the Richard Carapaz image, in the development of local tourism in “El Carmelo” parish. The main objective of this study was to analyze the image of the athlete as a worldrenowned sports figure who has had an impact on tourism in this region and has generated new
economic and cultural opportunities. The study was based on exhaustive research that included a bibliographic review, qualitative data analysis, as well as interviews and surveys with key agents in the local tourism field. Through these methods, the perception of tourists and local residents about Richard Carapaz was examined, as well as the actions taken by local authorities to capitalize on his image. The results of the investigation reveal that this image has been a determining factor in the increase in tourist interest in the sector. His Olympic victory and his outstanding performance in cycling competitions have generated greater visibility for the region at a national and international level. This has attracted a growing number of tourists who want to experience the natural environment and the cycling routes created from the sporting boom.