Estrategia de Comunicación Promocional del destino Santa en el aeropuerto internacional "Abel SantaMaría Cuadrado"
Fecha
2014-06-24
Autores
Romero Hernández, Yoel
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Comunicar productos y servicios comerciales se ha hecho una profesión, pero la
comunicación de territorios es, en cambio, una actividad aún joven y poco organizada. En el Aeropuerto “Abel Santamaría Cuadrado”, se valora que no se utiliza la posibilidad que nos ofrece la estancia de pasajeros de retorno, para desarrollar una labor de comunicación promocional del destino Santa Clara y de su conjunto patrimonial, en pos de que estos sujetos se conviertan en promotores reales de nuestra identidad cultural y futuros visitantes; por tanto, la actual investigación se centra en la elaboración de una propuesta de estrategia de comunicación promocional del patrimonio cultural de la ciudad de Santa Clara como destino turístico cultural, para los pasajeros de mercados emisores que visitan la instalación. Con este fin se aplicó el procedimiento para la realización del diagnóstico de comunicación promocional de Sacerio y Martínez (2006) y para la elaboración de la estrategia de comunicación el creado por ambos autores en el
2008. Lográndose como principal valor del presente trabajo, la estrategia de comunicación promocional patrimonial del destino Santa Clara a viajeros del Aeropuerto “Abel Santamaría Cuadrado”; dotando a la instalación, así como a la dirección del MINTUR de un instrumento de gestión de los procesos comunicativos promocionales que contribuya con su implementación al mejoramiento de la comunicación al viajero de las valías patrimoniales de la ciudad en la que está enclavado el aeropuerto; además que proporcione la identificación de sus miembros con el patrimonio de la ciudad de Santa Clara.
To communicate products and commercial servi ces it is profession has been made, but the communication of territories is, on the other hand, an even young and not very organized activity. In the Airport "Abel Santamaría Cuadrado", is not used the possibility that offers us the stay of return passenge rs, to develop a work of promotional communication of the destination Santa Clara and it is patrimonial group after these fellows become real promoters of our identity cultural and future visitors; therefore, the current investigation is centered in the e laboration of a proposal strategy of promotional communication of the cultural patrimony of Santa Clara's city like cultural tourist destination, for the passengers of markets originators that visit the installation. With this end the procedure was applie d for the realization of the diagnosis of promotional communication of Sacerio and Martínez (2006) and for the elaboration of the communication strategy the one created by both authors in the 2008. Achieving you as a main value of the present work, the str ategy of patrimonial promotional communication of the destination Santa Clara to travelers of the Airport "Abel Santamaría Cuadrado"; endowing the installation, as well as the MINTUR with an instrument of administration of the promotional talkative proc esses that contributes with their implementation to the improvement from the communication to the traveler the patrimonial valves of the city in the one that is located the airport; also that it provides the identification of their members with the patrimo ny of Santa Clara's city.
To communicate products and commercial servi ces it is profession has been made, but the communication of territories is, on the other hand, an even young and not very organized activity. In the Airport "Abel Santamaría Cuadrado", is not used the possibility that offers us the stay of return passenge rs, to develop a work of promotional communication of the destination Santa Clara and it is patrimonial group after these fellows become real promoters of our identity cultural and future visitors; therefore, the current investigation is centered in the e laboration of a proposal strategy of promotional communication of the cultural patrimony of Santa Clara's city like cultural tourist destination, for the passengers of markets originators that visit the installation. With this end the procedure was applie d for the realization of the diagnosis of promotional communication of Sacerio and Martínez (2006) and for the elaboration of the communication strategy the one created by both authors in the 2008. Achieving you as a main value of the present work, the str ategy of patrimonial promotional communication of the destination Santa Clara to travelers of the Airport "Abel Santamaría Cuadrado"; endowing the installation, as well as the MINTUR with an instrument of administration of the promotional talkative proc esses that contributes with their implementation to the improvement from the communication to the traveler the patrimonial valves of the city in the one that is located the airport; also that it provides the identification of their members with the patrimo ny of Santa Clara's city.
Descripción
Palabras clave
Estrategias de Comunicación, Comunicación Promocional