SOCIAL ACCOUNTING AND EQUITY VALUATION IN HOTEL TOURISM SMES IN THE CANOA PARISH, SAN VICENTE CANTON

Abstract

The study addressed the problem of the limited application of social accounting in hotel tourism SMEs in the Canoa parish, San Vicente canton, affecting their heritage valuation and sustainability. Its objective was to analyze its integration into economic, social, and environmental management, identifying its impact on the competitiveness of the sector. The methodology was mixed, combining qualitative and quantitative approaches. An interview with 15 hotel managers and a survey were applied to evaluate their perception and level of implementation. The population included 36 hotels, selecting a sample of 15 through non-probabilistic convenience sampling. A non-experimental and descriptive design was used, with inductive and deductive analysis. The results indicated that, although most recognized the importance of social accounting, its implementation was weak due to lack of regulations, financial incentives, and training. 93% stated that management had a key role, but only 40% applied utility theory in their administration. Additionally, 87% disclosed social information, although the integration of natural assets in equity accounting was low. It was concluded that social accounting could enhance the sustainability and competitiveness of tourism SMEs, but it required more inclusive accounting strategies, specialized training, and policies that encouraged its adoption. Without these elements, hotels would continue to focus their asset valuation on traditional financial criteria, limiting their development in a market that increasingly prioritizes sustainability and corporate social responsibility. This highlighted the need for accounting reforms to facilitate its implementation.