Introduction: this study analyzes the role of packaging as a strategic device for visual communication and persuasion at the point of sale in the retail channel in Cuenca, within a context of high competitiveness for local SMEs. Objective: the objective analyzes how product presentation, through its semiotic material, morphological functionality, and information architecture, influences consumer perception, evaluation, and purchase decisions. Methodology: a descriptive-analytical qualitative approach with a non-participant observation structure was adopted, applying 100 observation sheets across different food categories (yogurt, granola, ice cream, bottled water, and cold cuts) and at points of sale segmented by socioeconomic level. The analysis was developed using open, axial, and selective thematic coding, ensuring rigor through triangulation and standardization of instruments. Results: the results show that packaging acts as a "point-of-sale activator," reducing information asymmetry and operating as a heuristic for trust, health, pleasure, or convenience, depending on the category. The transparency of the material, ergonomics, resealable systems, and the nutritional traffic light system emerge as critical variables in the decision. The discussion confirms that packaging functions as a cognitive and symbolic mediator, activating rapid or reflective evaluation processes depending on the level of product involvement. Conclusion: packaging constitutes a strategic competitive advantage for SMEs, integrating aesthetic perception, functionality, and informational clarity as decisive axes in visual marketing in emerging markets. General area of ​​study: Marketing. Specific area of ​​study: Branding and merchandising. Type of study: Original articles.

Introduction. Nature-based Amazonian tourism (NBT) requires governance and capabilities to coordinate actors, sustain organizational continuity, and convert information into decisions; in Pastaza (Ecuador), an institutional gap persists to articulate the NBT cluster system and its cantonal micro-clusters. Objective. To propose the legal, methodological, and practical foundations for creating the Chair for Nature-Based Amazonian Tourism Management (CGesTAN) as an institutional instrument to strengthen territorial capacities and governance. Methodology. A qualitative–documentary, exploratory–propositional study combining a narrative review (2020–2026), documentary–normative and territorial planning analysis, semi-structured interviews with tourism sector actors (n=45), and two co-design workshops; triangulation was conducted across documents, field evidence, and a comparative normative benchmark. Results. CGesTAN was conceptually defined as a transversal academic unit (comparative benchmark: Cuban MES), minimum legal–organizational components were specified (founding dossier, institutional attachment, internal governance, annual plan/accountability, and periodic ratification), the Selva–Aula model was formalized as a theory of change, a 120-hour hybrid diploma program was structured as the first implementation phase, and an operational indicator matrix was proposed for cluster monitoring. Conclusion. CGesTAN integrates institutional structure, curriculum, and monitoring tools into an evaluable and potentially sustainable system; future robustness depends on completing local legal traceability and strengthening participatory validation through auditable matrices and piloting. General Area of Study: Tourism. Specific area of study: Territorial tourism management. Type of study: Original articles.

Introduction: The teaching of chemistry in secondary education presents persistent challenges that are aggravated in contexts of night shifts due to the socio-labor conditions of the students. Objectives: This study evaluated the efficacy of an active and contextualized didactic guide to teach hydrocarbons in night high school. Methodology: quasi-experimental pre-test-post-test design with a non-equivalent comparison group and mixed integration of methods. Two intact courses (intervention, n = 23; comparison, n = 5) were involved for 12 weeks. A 20-item conceptual test, the Science Motivation Questionnaire II (SMQ-II) and classroom observation with RTOP were used; the quantitative analysis included paired t-tests,  Welch's t-test and ANCOVA with the pre-test as a covariate, complemented by a satisfaction questionnaire and brief interviews. Results: The intervention group showed substantial improvements in performance; the post-test ANCOVA, adjusted for pretest, indicated a relevant group effect (ηp² = 0.34). In motivation, the mean increase in SMQ-II was Δ = 10.3 points, compared to minimal changes in the comparison group. The RTOP observations showed high fidelity in the implementation of student-centered practices, while the control group maintained a mainly expository approach. Conclusions: Qualitative evidence was consistent with quantitative results, highlighting satisfaction, relevance, and greater participation. Despite the limitations of the design (non-equivalent groups and small control size), the findings suggest that low-cost materials with high local relevance can improve learning and motivation in night-time contexts; Its curricular integration should include teacher training and implementation monitoring.

General area of ​​study: Education

Specific area of ​​study: Chemistry pedagogy

Article type: Narrative literature review

Introduction. Strawberry (Fragaria × ananassa) is a highly perishable fruit whose marketing in communities such as Gatazo-Colta is limited by rapid quality loss and cold chain instability. Objective. To evaluate the effect of an edible sodium alginate coating (1%) plasticized with glycerol (0.5%) and cross-linked with calcium chloride (1.5%), combined with two storage temperatures (4 °C vs. 10 °C), on the microbiological and physicochemical shelf life of strawberries. Methodology. A 2×2 factorial experimental design in randomized complete blocks (n=24 experimental units) was applied. Time-to-rejection (>10⁵ CFU·g⁻¹ molds/yeasts) was analyzed using Kaplan-Meier survival curves and Cox proportional hazards models. Physical deterioration trajectories (weight loss, firmness) were evaluated using Linear Mixed Models (LMM). Results. A significant interaction (p < .05) was detected between coating and temperature. The combined treatment (Coating at 4 °C) extended the median shelf life beyond 10 days, significantly reducing the weight loss rate and the risk of microbiological failure (Hazard Ratio < 0.20) compared to the control at 10 °C, which barely reached 4 days. Conclusion. The application of alginate-calcium coating in synergy with strict refrigeration constitutes a technologically viable strategy to reduce waste and guarantee safety in local supply chains. General Area of Study: Agricultural and Biological Sciences. Specific area of study: Applied Statistics for Postharvest Quality. Type of study: Original article.