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The general purpose of this research work was to analyze the Crucita parish as a tourist destination and its prospects for business growth in the Portoviejo canton after the 16A earthquake. Through a non-experimental, qualitative and quantitative methodology, information related to natural disasters in tourist destinations was analyzed, as well as relevant information on Crucita obtained from the database of the Ministry of Tourism and the Internal Revenue Service. The results of the research allowed to obtain an overview of the businesses according to the productive activity, which affect the establishment of lines of intervention for the development of projects that contribute to the strengthening and progress of Crucita as a tourist destination. Keywords: Natural catastrophe, tourism sector, business creation, productive activity.

CRUCITA, DESTINO TURÍSTICO: REALIDAD EMPRESARIAL Y DESAFÍOS PRODUCTIVOS POST 16A