Espirales. Revista multidisciplinaria de investigación científica, Vol. 5, No. 39
October - December 2021. e-ISSN 2550-6862. págs 19-35
DOI: https://doi.org/10.31876/er.v5i39.801
Evaluation of the tourist attractions of Canton Puyango,
Province of Loja-Ecuador
Evaluación de los atractivos turísticos del Cantón Puyango, Provincia de Loja-
Ecuador
Alex Tapia Chamba*, Armando Patricio Asadobay–Guashpa**, Alexandra Suarez
Jaramillo***, Jhohana Larrea Silva****, Jefferson Sanchez Ruiz*****
Received: April 13, 2021.
Approved: July 19, 2021.
Abstract
Multi-criteria evaluation studies in the tourism field have gained
importance in recent times due to the Covid19 pandemic that has
presented challenges and new social, cultural and lifestyle changes in
today's society. Therefore, in this context, the CME helps tourism
planners and managers to have a clearer vision to make decisions in
the prioritization and production of products that help to energize the
local economy based on the tourist attractions with the greatest
potential. The objective of the study is to inform planners, which
tourist attractions have the greatest potential in the canton of
Puyango. The research becomes strategic since the results determine
that the petrified forest of Puyango, the 8-sphere clock of the San
Jacinto church, the sphinx of the Lord of Giron and the Alma Lojana
Gourmet coffee are in the top four positions that are strategic to
develop efforts in tourism.
Keywords:
Multicriteria evaluation, tourism potential, tourist
attractions, Canton Puyango.
*Technical Tourism Department, Autonomous
Decentralized Government of Yantzaza, Zamora
Chinchipe, Ecuador, Zamora-Ecuador
turismo@yantzaza.gob.ec, http://orcid.org/0000-0002-
5157-1239
**Planning Technician, Gobierno Parroquial Rural Augusto
Nicolás Martínez, Ambato-Ecuador,
patricioasadobay@gmail.com, https://orcid.org/0000-
0001-6644-6812
***PhD student, University of Seville, National University of
Loja, Loja-Ecuador, gladys.suarez@unl.edu.ec,
https://orcid.org/0000-0002-9550-3916
****Doctoral Student, Universitat de les Illes Balears,
Universidad Nacional de Loja,
jhohana.larrea@unl.edu.ec, https://orcid.org/0000-
0003-3472-363X
*****Doctoral student, Universitat de les Illes Balears,
Magister en Innovación de la Gestión Turistica
Especialidad Patrimonio Cultural y Natural, Loja-
Ecuador, j.sanchez@uib.cat, jefferir1@gmail.com,
https://orcid.org/0000-0002-1946-9795
Cite this:
Tapia, A., Asadobay-Guashpa, A.,
Suarez, A., Larrea, J., Sanchez, J. (2021).
Evaluation of the tourist attractions of
Canton Puyango, Province of Loja-
Ecuador. Espirales. Revista
Multidisciplinaria de investigación
científica, 5(39), 19-35
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Introduction
According to Sanchez et al (2021), Ecuador, like other countries in recent years, has
gone through various periods in relation to social, political, economic and
environmental changes (p.83). Therefore, in the current context of the Covid-19
pandemic, the structural changes in society and ways of life have been transformed,
especially in terms of tourism.
In this context we must take into account what Delgado (2020) and Rivera (2019)
mention that tourism development should always be with a view to sustainable and
sustainable development and even more so in times of pandemic Post-covid19. On the
other hand, to this pandemic problem the World Tourism Organization (2020) decides
to launch the "Tourism Recovery Plan, to Support Jobs and economies through tourism
a call to action to mitigate the socio-economic impacts of Covid-19 and accelerate
recovery" (Guerra, 2021, p. 143).
Continuing with the theme of the post covid-19 we must understand that territorial
planning and tourism planning should be framed in the strategies and pillars of the
UNWTO such as economic recovery and the development of strategic recovery of
micro, small and medium enterprises in order to guide the tourism value chain, on the
other hand the second pillar the development of marketing and promotion of territories
with tourism potential and finally the strengthening of institutions and building
resilience, strategic focused on business.
Resumen
Los estudios de evaluación multicriterio en el campo turistico han
cobrado importancia en estos últimos tiempos debido a la pandemia
Covid19 que ha presentado retos y nuevos cambios sociales,
culturales y formas de vida en la sociedad actual. Por lo tanto, en este
contexto la EMC ayuda a los planificadores y gestores turisticos a
tener una visión más clara para tomar decisiones en la priorización y
producción de productos que ayuden a dinamizar la economía local
en base a los atractivos turisticos con mayor potencial. El objetivo del
estudio es poner a conocimiento de los planificadores, que atractivos
turisticos tienen mayor potencial en el cantón Puyango. La
investigación se convierte estratégica puesto que los resultados
determinan que el bosque petrificado de Puyango, el reloj de 8
esferas de la iglesia San Jacinto, la esfinge del señor de Girón y el
café Gourmet Alma Lojana están en los cuatro primeros puestos que
son estratégicos para desarrollar esfuerzos en el tema turistico.
Palabras clave:
Evaluación multicriterio, potencial turístico, atractivos
turísticos, Cantón Puyango
Alex Tapia Chamba, Armando Patricio Asadobay-Guashpa, Alexandra Suarez Jaramillo, Jhohana Larrea Silva, Jefferson
Sanchez Ruiz
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For the above mentioned, the EMC of the attractions of the Puyango canton is strategic
because the territories need studies that help determine the tourism potential of each
attraction within the territory, in order to join efforts in the planning and management
of the attractions with potential.
The Multicriteria Evaluation (MCE) in the valuation and prioritization of tourist attractions
has been used by several authors among them (Barredo, 1996; Barba & Charles, 1997
and Marín & Nogués, 2001; Proctor & Dreschsler, 2003; Franco et al., 2009; Joo &
Alvarado, 2013; Zhingre 2020 and Sanchez et al 2021a, 2021b).
These authors used this methodology because it incorporates different evaluation
alternatives of intrinsic and extrinsic criteria, through a logical thinking process that leads
to a balanced analysis of all established attributes and all facets of the planning
problems.
The MSC in the prioritization of tourist attractions in the canton of Puyango helped
determine that the canton has enough attractions to develop a tourist flow among the
attractions with the greatest potential is the petrified forest of Puyango, which "is a relic
because it is the only one in Ecuador and is part of the few that exist in the world. It is
preserved because it has a protected area of 2650 hectares, between the provinces of
El Oro and Loja (Malacatus, 2020, p. 2).
On the other hand, the Puyango canton, besides having the petrified forest, has an
important variety of natural and cultural resources with tourism potential, but it has been
observed that tourism management is limited due to the lack of tourism project
initiatives in the territory, little research in prioritization and production of tourism
products that energize the local economy, little support by the authorities in tourism
initiatives. For this reason, the present study evaluates and assesses the tourism
potential of natural and cultural resources, so that in the future the institutions have a
basic tool to make decisions in the management and investment of promotion and
adequacy with infrastructure accessible to all.
As the main result of the EMC, it was determined that, in terms of tourist attractions,
the first places are occupied by the petrified forest of Puyango, the 8-sphere clock of
the San Jacinto church, the sphinx of the Señor de Girón and the Alma Lojana Gourmet
coffee. This will also offer possibilities for a post-Covid19 sustainable and community-
based tourism model.
Materials and methods
The multi-criteria evaluation methodology is based on a mixed analysis with quantitative
and qualitative approaches. Following some references in EMC studies carried out in
the province of Loja, the same methodological scheme of Zhingre et al. 2020 and
Sanchez et al. 2021a 2021b) is followed.
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These studies consider developing a diagnosis of the current situation in terms of
infrastructure, accessibility of products and services. Following this process, a valuation
and inventory of the attractions and resources of the canton will be carried out in order
to develop the CME.
Diagnosis of the current situation: This first step begins with a bibliographic review of
primary and secondary information on the infrastructure and services available for each
resource and tourist attraction.
2. Inventory of tourist resources and attractions in Puyango canton: the methodology of
the Ministry of Tourism of Ecuador (2004) was used to prepare the inventory. Ten
cultural tourist attractions and three natural attractions were identified.
3. Multicriteria evaluation: considering the basic concepts of the evaluation matrix, a
four-stage procedure was carried out:
a) definition of the object and identification of alternatives
b) definition of the set of attributes
c) obtaining the decision matrix
d) valuation of tourism resources through the application of the weighted linear
summation method.
Table 1
Intrinsic and extrinsic criteria for the evaluation of tourism attractions
Intrinsic criteria
Type of resource
Criteria
Attribute
Description
Terrestrial
a) Coverage
a
1
) Vegetation
Abundant (A)
Sufficient (S)
Scarce(E)
b) Soil conditions
b
1
)
Gradient
Steeply inclined(MI)
Inclined (I)
Somewhat Inclined (
AI)
Flat ( P)
b
2
)
Surface
Stony ( Pe)
Terracing (T)
Wet (H)
Compact (C)
Pasture (Pa)
Alex Tapia Chamba, Armando Patricio Asadobay-Guashpa, Alexandra Suarez Jaramillo, Jhohana Larrea Silva, Jefferson
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Other (O)
b
3
)
Difficulty
High (A)
Medium (M)
Low( B)
Aquatic (water
currents)
c) Features
c
1
) Width
Meters
c
2
) Transparency
Crystalline (C)
Semiturbia (S)
Turbid (T)
c
3
) Visible extension
1 to 3 mts. (A)
3 to 6 mts. (B)
6 to 10 mts. (C)
More than 10 mts.
(D)
d) Additional
attraction
d
1
) Fauna
Yes (S)
No (N)
Cultural
manifestations
e) Features
e
1
) Traditional State
Excellent (E)
Good (B)
Bad (M)
e
2
) Dissemination
Local (L)
Regional (R)
National (N)
International (I)
e
3
) Community
participation
Yes (S)
No (N)
f) Promotion
f
1
) Means of
promotion
Web (W)
Television (T)
Radius (R)
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Magazines (Re)
Extrinsic criteria
Criteria
Attribute
Description
g)
Physical access
g
1
) Distance
Kilometers
g
2
) Time
Minutes
h)
Appreciation
possibilities
h
1
) State of
conservation
Excellent (E)
Good (B)
Regular (R)
Bad (M)
h
2
) Quality of the
environment
Optima (O)
Good (B)
Regular (R)
Low (Ba)
h
3
) Fragility
Very high (MA)
High (A)
Moderate (M)
Low (B)
h
4
) Contamination
Yes (S)
No (N)
i)
Infrastructure
and services
i
1
) Signaling
Sufficient (S)
Some (A)
Insufficient (I)
None (N)
i
2
) Equipment
Sufficient (S)
Some (A)
Alex Tapia Chamba, Armando Patricio Asadobay-Guashpa, Alexandra Suarez Jaramillo, Jhohana Larrea Silva, Jefferson
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Insufficient (I)
None (N)
i
3
) Recreational
facilities
Recreational facilities (A)
Elements subject to recreation (M)
No recreational site (B)
i
4
) Activities
Total number of activities
j)
Security
j
1
) Surveillance
Very safe (M)
Insurance (S)
Moderate (Mo)
Insecure (I)
Source:
Prepared by
Results
In the tourism diagnosis of the current situation of the canton Puyango cantonal head
of Alamor we can say that it has all the basic services such as tourist services such as
lodging, food, recreation and transportation. In this context we also note that the access
roads are in good condition, there is also road access to the coast and highlands. Taking
the city of Loja as a starting point, there is a 200km distance to the city of Alamor, which
can be reached by different means of transportation: bus, cab and private car.
On the other hand, in the inventory of the tourist attractions of the Puyango canton, 13
attractions of tourist interest were inventoried.
Table 2.
Tourist attractions of the canton Puyango
Name of the
attraction
Category
Type
Subtype
Hierarchy
Petrified forest of
Puyango
Natural Sites
Forests
Petrified
III
Tagua or Ivory Forest
Natural Sites
Forests
Humid
Tropical
West
I
El Arenal Sulfurous
Waters Spa
Natural Sites
Groundwater
Sulfur
Waters
I
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San Jacinto de Alamor
church clock with 8
faces
Cultural
Events
Technical and
Scientific
Achievements
Techni
cal
Works
II
Effigy of the Lord of
Girón
Cultural
Events
Contemporary
Artistic
Achievements
Sculpture
I
Alma Lojana gourmet
coffee
Cultural
Events
Technical and
Scientific
Achievements
Industrial
Operations
I
Sunstone
Cultural
Events
Historical
Archaeologic
al
Site
I
Sausage or sausage of
the Mercadillo parish
Cultural
Events
Ethnography
Typical
food and
beverages
I
Wine and orange
confectionery
Cultural
Events
Technical and
Scientific
Achievements
Industrial
Operations
I
Tagua handicrafts
Cultural
Events
Ethnography
Wooden
handicrafts
I
Granulated panela
factory
Cultural
Events
Technical and
Scientific
Achievements
Industrial
Operations
I
Guadua handicrafts
Cultural
Events
Ethnography
Wooden
handicrafts
I
Live museum of
stingless bees
"Meliponas".
Cultural
Events
Technical and
Scientific
Achievements
Industrial
Operations
I
Source:
Field work
As explained in other investigations, the first step in the identification of alternatives is
based on the search for resources or attractions that have limitations for the use of
tourism, among them is the Piedra del Sol, which is located on private property, despite
the fact that there is free access to observe this attraction, despite the fact that it does
Alex Tapia Chamba, Armando Patricio Asadobay-Guashpa, Alexandra Suarez Jaramillo, Jhohana Larrea Silva, Jefferson
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not have road and tourism infrastructure equipment. In this process, other attractions
with a tourist current were also identified, such as the Petrified Forest of Puyango, which
has infrastructure and equipment to develop tourism.
While it is true that the Autonomous Decentralized Governments (GAD) do not have the
technical capacity of tourism professionals or there is little importance for the tourism
sector, which has led to the insufficient implementation of strategies for tourism
development in the canton of Puyango.
Once the field work has been carried out, the characterization matrix with a mixed
approach is obtained. Table 2 below shows the characterization of the intrinsic criteria
according to the type and name of the resources.
Table 1
Construction of the intrinsic criteria for analysis
Resources
Criteria
Terrestrial (hills, ravines,
parks, etc.)
Vegetation
Gradient
Surface
Difficulty
a
1 (1)
b
1
(2)
b
2
(3)
b
3
( 4)
Petrified forest of Puyango
S
AI
C
M
Tagua or ivory forest
A
AI
H
B
Aquatics (Water currents)
Width
Transparency
Visible
extension
Fauna
c
1
c
2
(5)
c
3
(6)
d
1
(7)
El Arenal Sulfurous Waters
Spa
3 m
C
B
S
Cultural Events
Traditional
State
Broadcast
Community
participation
Media and
communications
e
1
(8)
e
2
(9)
e
3
(10)
f
1
(11)
San Jacinto de Alamor
church clock with 8 faces
E
R
S
W
Effigy of the Lord of Girón
E
L
S
W
Alma Lojana gourmet coffee
B
L
S
W
Sunstone
M
L
S
W
Sausage or sausage of the
Mercadillo parish
B
L
S
W
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Wine and orange
confectionery
B
L
S
W
Tagua handicrafts
B
L
S
W
Granulated panela factory
B
L
S
R
Guadua handicrafts
B
L
S
W
Live museum of stingless
bees "Meliponas".
B
R
S
W
Source: Own elaboration based on Franco (2009).
Table 4.
Construction of the extrinsic criteria for analysis
Resources
Criteria
Physical
access
Appreciation
possibilities
Infrastructure and
services
Security
g
1
g
2
h
1
(1)
h
2
(2)
h
3
(3)
h
4
(4)
i
1
(5)
i
2
(5)
i
3
(6)
i
4
j
1
(7)
Terrestrial (hills, ravines, parks, etc.)
Petrified forest
of Puyango
83 km
1h
E
O
A
N
S
A
A
5
M
Tagua or ivory
forest
25 km
35min
B
B
M
N
I
N
B
4
S
Aquatics (Water currents)
El Arenal
Sulfurous
Waters Spa
18km
25 min
B
B
A
S
A
I
A
2
Mo
Cultural manifestations
San Jacinto de
Alamor church
clock with 8
faces
0.1
km
5 min
E
O
A
N
S
S
A
3
M
Effigy of the
Lord of Girón
7 km
15 min
E
B
M
N
S
S
M
2
M
Alma Lojana
gourmet coffee
7 km
15 min
E
B
M
N
A
S
M
2
S
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Sunstone
8 km
20 min
B
R
M
S
N
I
M
2
S
Sausage or
sausage of the
Mercadillo
parish
7 km
15 min
B
O
M
S
N
S
M
1
S
Wine and
orange
confectionery
19km
35 min
B
B
B
N
I
A
A
2
S
Tagua
handicrafts
25km
45 min
B
B
B
N
A
A
A
2
S
Granulated
panela factory
18 km
26 min
B
R
B
S
A
A
M
2
Mo
Guadua
handicrafts
18km
25 min
B
R
B
S
A
A
M
2
Mo
Live museum of
stingless bees
"Meliponas".
1.5km
10 min
B
R
B
S
A
A
M
2
Mo
[1]
E= Excellent
B= Good
R= Regular
M= Bad
[2]
O=
Optimum
B= Good
R=
Regular
Ba= Low
[3]
MA=
Very high
A= High
M=
Moderat
e
B= Low
[4]
S= Yes
N= No
[5]
S= Sufficient
A= Some
I= Insufficient
N= None
[6]
A= Recreational
facilities
M= Elements
susceptible to
recreation
B= No
recreational site
[7]
M= Very secure
S= Insurance
Mo= Moderate
I= Insecure
Source: Own elaboration based on Franco (2009).
Once the criteria were tabulated, they were transformed into a scale between 1 and 10.
The value of each attribute represents the degree to which each alternative meets the
assessment objective, with 10 being the maximum possible value and 1 the minimum
value.
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Table 5.
Decision matrix with normalized values
Resources
Intrinsic attributes
Terrestrial (hills, ravines, parks, etc.)
va1
vb1
vb2
vb3
Total
Average
40%
Petrified forest of Puyango
9
9
9
9
36
9
3.6
Tagua or ivory forest
10
9
6
7
32
8
3,2
Aquatics (Water currents)
vc1
vc2
vc3
vd1
Total
Average
40%
El Arenal Sulfurous Waters Spa
8
8
9
9
34
8.5
3.4
Cultural Events
ve1
ve2
ve3
vf1
Total
Average
40%
San Jacinto de Alamor church
clock with 8 faces
10
8
9
7
34
8.5
3.4
Effigy of the Lord of Girón
10
7
9
7
33
8.25
3.3
Alma Lojana Gourmet Coffee
8
7
9
7
31
7.75
3.1
Piedra del Sol
7
7
9
7
30
7.5
3
Sausage or sausage of the
Mercadillo parish
7
7
7
7
28
7
2.8
Wine and orange confectionery
7
7
7
7
28
7
2.8
Tagua handicrafts
7
7
7
7
28
7
2.8
Granulated panela factory
7
7
7
7
28
7
2.8
Guadua handicrafts
7
7
7
7
28
7
2.8
Live museum of stingless bees
"Meliponas".
8
7
7
7
29
7.25
2.9
Source: Own elaboration based on Franco (2009).
Table 6.
Decision matrix with normalized values
Resources
Extrinsic attributes
Terrestrial
vg1
vg
2
vh1
vh2
vh3
vh4
vi1
vi2
vi3
vi4
vj1
Total
Aver
age
60
%
Petrified forest of
Puyango
7
7
10
10
8
10
8
10
10
10
10
100
9,09
5,45
Tagua or ivory
forest
8
8
8
8
6
8
6
2
9
8
8
79
7,18
4,31
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Aquatics (Water currents)
El Arenal
Sulfurous Waters
Spa
8
8
8
7
8
8
6
8
6
6
6
79
7,18
4,31
Cultural Events
San Jacinto de
Alamor church
clock with 8 faces
9
9
10
10
8
10
10
10
10
2
10
98
8,91
5,35
Effigy of the Lord
of Girón
8
8
10
8
6
10
8
10
10
2
10
90
8,18
4,91
Alma Lojana
gourmet coffee
8
8
10
8
6
10
8
10
10
2
8
88
8,00
4,80
Piedra del Sol
7
8
8
7
6
8
44
4,00
2,40
Sausage or
sausage of the
Mercadillo parish
8
8
8
9
6
8
2
6
6
4
10
75
6,82
4,09
Wine and orange
confectionery
7
8
8
8
6
10
2
10
6
2
10
77
7,00
4,20
Tagua handicrafts
7
8
8
8
6
8
6
8
8
2
8
77
7,00
4,20
Granulated panela
factory
7
8
8
7
6
8
8
6
8
2
6
74
6,73
4,04
Guadua
handicrafts
7
8
8
7
6
8
8
8
6
2
6
74
6,73
4,04
Live museum of
stingless bees
"Meliponas".
9
9
9
8
8
8
7
7
7
2
7
84
6,75
4,05
Source: Own elaboration based on Franco (2009).
Valuation of tourism resources through the application of the weighted linear
summation method.
Evaluation of the tourist attractions of Canton Puyango, Province of Loja-Ecuador
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Espirales. Revista multidisciplinaria de investigación científica, Vol. 5, No. 39
October - December 2021. e-ISSN 2550-6862. págs 19-35
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32
Table 7:
Results obtained from the linear combination of attributes (normalized criteria)
Resources
Linear Sum
of Intrinsic
Resources
Linear Sum
of Extrinsic
Resources
Weighted
Sum of
Intrinsic
Criteria
Weighte
d Sum of
Extrinsic
Criteria
Final value
of weights
Order of
Preference
Petrified forest of
Puyango
36
100
3,6
5,45
9,05
1
Tagua or ivory
forest
32
79
3,2
4,31
7,51
6
El Arenal
Sulfurous Waters
Spa
34
79
3,4
4,31
7,71
5
San Jacinto de
Alamor church
clock with 8 faces
34
98
3,4
5,35
8,75
2
Effigy of the Lord
of Girón
33
90
3,3
4,91
8,21
3
Alma Lojana
gourmet coffee
31
88
3,1
4,80
7,9
4
Sunstone
30
44
3
2,40
5,4
13
Sausage or
sausage of the
Mercadillo parish
28
75
2,8
4,09
6,89
9
Wine and orange
confectionery
28
77
2,8
4,20
7
7
Tagua handicrafts
28
77
2,8
4,20
7
8
Granulated
panela factory
28
74
2,8
4,04
6,84
10
Guadua
handicrafts
28
74
2,8
4,04
6,84
12
Live museum of
stingless bees
"Meliponas".
29
84
2,9
4,05
6,95
11
Alex Tapia Chamba, Armando Patricio Asadobay-Guashpa, Alexandra Suarez Jaramillo, Jhohana Larrea Silva, Jefferson
Sanchez Ruiz
Espirales. Revista multidisciplinaria de investigación científica, Vol. 5, No. 39
October - December 2021. e-ISSN 2550-6862. págs 19-35
33
Conclusions
It is concluded that the multi-criteria evaluation research (MCE) of the tourist attractions
of the canton of Puyango serves as a basis for developing efforts in the area of territorial
planning, management and investment of economic resources in the adequacy of road
and tourist infrastructure in each area where the resources and attractions with tourist
potential are located.
On the other hand, the prioritization of attractions through the EMC will help to make
better decisions in promotion and dissemination of the attractions that show greater
importance within the research. As it has been observed and verified that EMC is a
methodology that helps to have a better vision of the context of the territory in terms
of both basic services and tourism infrastructure.
…………………………………………………………………………………………….
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