THE DENOMINATION OF ORIGIN OF THE CHUQUISAQUEÑO CHILI PEPPER (AJÍ CHUQUISAQUEÑO): A DIFFERENTIATING ELEMENT IN SUCRE’S GASTRONOMIC TOURISM

Abstract

The denomination of origin of the chuquisaqueño chili pepper was identified as a key element in promoting gastronomic tourism in Sucre. This study analyzed how the geographical identification of the chili pepper contributed to the valorization of local gastronomy and increased tourist interest in the region. Through the integration of mixed methods, data were collected through surveys of tourists and interviews with actors in the gastronomic sector. The results showed that the denomination of origin of the chili pepper generated consumer confidence by associating it with authenticity and quality, strengthening Sucre’s cultural identity as a prominent culinary destination. Likewise, it was evident that the chuquisaqueño chili pepper not only increased the attractiveness of typical dishes but also encouraged visits from tourists interested in authentic gastronomic experiences. The research concluded that promoting the denomination of origin of the chuquisaqueño chili pepper (ají chuquisaqueño) is an effective strategy to position Sucre as a reference in gastronomic tourism in the region.