Estrategia de comunicación promocional en el Jardín Botánico de Villa Clara.
Fecha
2022-01
Autores
Expósito Barber, Rosmery
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Para el turismo actual, idear nuevas y mejores formas de promocionar sus productos y servicios, constituye una tarea crucial que solo se logra con el perfeccionamiento de mecanismos de gestión comercial capaces de diseñar y comunicar nuevas ofertas a través de la Comunicación Promocional. La presente investigación se realiza con el objetivo de diseñar una Estrategia de Comunicación Promocional para del Jardín Botánico de Villa Clara, que contribuya a su desarrollo como oferta ecoturística recreativa en la región. La determinación de los aspectos que precisan la elaboración de la estrategia devienen de un diagnóstico previo sobre el estado actual de la Comunicación Promocional a través de la aplicación de métodos y técnicas de recopilación de información como la revisión documental, la observación participante, la entrevista y la matriz DAFO, los cuales demuestran la inexistencia de parámetros reguladores que hagan efectiva la gestión comunicacional. Para la elaboración de la estrategia se aplica un procedimiento científicamente aprobado, diseñado por los profesores del Centro de Estudios Turísticos de la Universidad Central "Marta Abreu" de las Villas, la MSc Edanys Sacerio y el Dr.C Carlos Martínez. Como resultado de la investigación se brinda a la institución un instrumento de gestión estratégico que perfeccione la actividad comunicativa y establezca las acciones y mensajes dirigidos al público externo en función de una imagen real y atractiva.
Palabras claves: Comunicación Promocional, Estrategia de Comunicación Promocional
For today's tourism, devising new and better ways to promote its products and services is a crucial task that can only be achieved with the improvement of commercial management mechanisms capable of designing and communicating new offers through Promotional Communication. This research is carried out with the objective of designing a Promotional Communication Strategy for the Villa Clara Botanical Garden, which contributes to its development as a recreational ecotourism offer in the region. The determination of the aspects that require the development of the strategy come from a previous diagnosis of the current state of promotional communication through the application of information gathering methods and techniques such as documentary review, participant observation, interview and the SWOT matrix, which demonstrate the lack of regulatory parameters that make communicational management effective. For the development of the strategy, a scientifically approved procedure is applied, designed by the professors of the Center for Tourism Studies of the Central University "Marta Abreu" of Las Villas, MSc Edanys Sacerio and Dr.C Carlos Martínez. As a result of the research, the institution is provided with a strategic management instrument that improves the communicative activity and establishes the actions and messages directed to the external public based on a real and attractive image. Keywords: Promotional Communication, Promotional Communication Strategy
For today's tourism, devising new and better ways to promote its products and services is a crucial task that can only be achieved with the improvement of commercial management mechanisms capable of designing and communicating new offers through Promotional Communication. This research is carried out with the objective of designing a Promotional Communication Strategy for the Villa Clara Botanical Garden, which contributes to its development as a recreational ecotourism offer in the region. The determination of the aspects that require the development of the strategy come from a previous diagnosis of the current state of promotional communication through the application of information gathering methods and techniques such as documentary review, participant observation, interview and the SWOT matrix, which demonstrate the lack of regulatory parameters that make communicational management effective. For the development of the strategy, a scientifically approved procedure is applied, designed by the professors of the Center for Tourism Studies of the Central University "Marta Abreu" of Las Villas, MSc Edanys Sacerio and Dr.C Carlos Martínez. As a result of the research, the institution is provided with a strategic management instrument that improves the communicative activity and establishes the actions and messages directed to the external public based on a real and attractive image. Keywords: Promotional Communication, Promotional Communication Strategy
Descripción
Palabras clave
Turismo, Gestión comercial, Ecoturística recreativa, Comunicación promocional