VIABILIDAD DE LOS PROYECTOS DE EMPRENDIMIENTO UNIVERSITARIO EN CULTURA FÍSICA, DEPORTE Y RECREACIÓN: ANÁLISIS ESTRATÉGICO Y PROYECCIÓN EMPRESARIAL EN EGRESADOS DE LA UNIVERSIDAD SANTO TOMÁS (2021–2024)

Abstract

University entrepreneurship currently represents one of the main mechanisms linking academic training with contemporary economic dynamics. In the field of Physical Culture, Sports, and Recreation, business creation projects have gained increasing relevance due to their capacity to address needs related to health, well-being, social inclusion, and community sustainability. The objective of this study was to analyze the feasibility and relevance of entrepreneurship projects developed as a degree option by students of the Faculty of Physical Culture, Sports, and Recreation at Universidad Santo Tomás between 2021 and 2024, evaluating their strategic, financial, and administrative components in relation to real business environment demands. A mixed-methods study with a descriptive analytical design and hermeneutic orientation was conducted, based on the documentary analysis of 37 undergraduate degree projects. The evaluation included a systematic content review, thematic categorization, and application of the SWOT matrix to identify strengths, opportunities, weaknesses, and threats within each proposal. In addition, a qualitative analysis was performed through open and axial coding, allowing the identification of emerging patterns related to innovation, sustainability, human talent, financing, and social projection.The results demonstrated a high concentration of projects within the physical activity and sports sectors (35% each), with lower representation in recreation (8%). The main strengths were associated with methodological innovation, integration of digital platforms, interdisciplinary approaches, and institutional partnerships. However, persistent weaknesses included limited financial planning, low brand consolidation, and insufficient economic sustainability. The recreation sector achieved the highest scores in social impact and innovation, whereas physical activity and sports projects showed adequate technical feasibility but limitations in business management. In conclusion, the university projects analyzed demonstrated significant potential to become sustainable and socially relevant initiatives. Nevertheless, consolidating these proposals requires strengthening training in strategic management, financing, digital marketing, and articulation with real entrepreneurial ecosystems. The findings provide guidelines for optimizing university entrepreneurial education and promoting business models with greater long-term sustainability and territorial impact.