Estrategia de comunicación para promocionar la línea “Yo Amo a Cuba” en la Cayería Norte de Ciego de Ávila
Fecha
2015-07-06
Autores
Hernández Rodríguez, Lisanne Marien
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación se realizó en la Sucursal de ARTex de la provincia Ciego de Ávila, específicamente en las tiendas ubicadas en la Cayería Norte “Jardines del Rey”. El objetivo general de este proceso investigativo consiste en proponer una estrategia de comunicación para la promoción de la línea “Yo Amo a Cuba” para público extranjero en este destino turístico.
La investigación se sustenta en el Paradigma Positivista y en su supuesto metodológico la alternativa cuantitativa. Para la selección de la muestra se escoge un muestreo no probabilístico de sujetos tipos. Los métodos y técnicas de recogida de información empleadas en la muestra son la revisión y análisis de Documentos Oficiales, entrevista semiestructurada y el cuestionario.
El procesamiento de los datos se desarrolla mediante el método de análisis matemático-estadístico, y fueron enriquecidos con análisis descriptivos interpretativos.
El principal resultado derivado del estudio corresponde a la propuesta de una estrategia de comunicación promocional, adecuada a las características del público extranjero que visita la Cayería Norte “Jardines del Rey", así como a las particularidades de la Línea “Yo Amo a Cuba”, comercializada en las tiendas de ARTex ubicadas en este sector turístico. La recomendación brindada es la implementación de la estrategia de comunicación resultado de la investigación.
The present investigation carried out in the Branch of ARTex of the Blind Ciego de Ávila, specifically in the stores located in the Cayería Norte “Jardines del Rey”. The general objective of this investigative process consists on proposing a communication strategy for the promotion of the line "Yo Amo a Cuba" for foreign public in this tourist destination. The investigation sustained in the Paradigm Positivism and in its methodological supposition the quantitative alternative. For the selection of the sample, a non - probabilistic sampling of subject types chosen. The methods and technical of collection of information used in the sample they are the revision and analysis of Official Documents, the interviews main - structured and the questionnaire. The prosecution of the data developed by means of the method of mathematical-statistical analysis, and they enriched with descriptive interpretive analysis. The derived main result of the study corresponds to the proposal of a strategy of promotional communication, appropriate to the foreign public's characteristics that the Cayería Norte “Jardines del Rey” visits, as well as to the particularities of the Line " Yo Amo a Cuba", marketed in the stores of ARTex located in this tourist sector. The offered recommendation is the implementation of the communication strategy of the investigation.
The present investigation carried out in the Branch of ARTex of the Blind Ciego de Ávila, specifically in the stores located in the Cayería Norte “Jardines del Rey”. The general objective of this investigative process consists on proposing a communication strategy for the promotion of the line "Yo Amo a Cuba" for foreign public in this tourist destination. The investigation sustained in the Paradigm Positivism and in its methodological supposition the quantitative alternative. For the selection of the sample, a non - probabilistic sampling of subject types chosen. The methods and technical of collection of information used in the sample they are the revision and analysis of Official Documents, the interviews main - structured and the questionnaire. The prosecution of the data developed by means of the method of mathematical-statistical analysis, and they enriched with descriptive interpretive analysis. The derived main result of the study corresponds to the proposal of a strategy of promotional communication, appropriate to the foreign public's characteristics that the Cayería Norte “Jardines del Rey” visits, as well as to the particularities of the Line " Yo Amo a Cuba", marketed in the stores of ARTex located in this tourist sector. The offered recommendation is the implementation of the communication strategy of the investigation.
Descripción
Palabras clave
Mix of Marketing Communication, Strategy of Promotional Pommunication., Mix de Comunicación de Marketing, Estrategia de Comunicación Promocional