Creación de la marca territorio Villa Clara. Primeros pasos
Fecha
2017-06-24
Autores
Balmaseda Alvarez, Ana Isabel
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Editor
Universidad Central “Marta Abreu” de Las Villas. Facultad de Humanidades. Departamento de Comunicación Social
Resumen
Este estudio posee como objeto la determinación de los atributos diferenciadores de Villa Clara, con el fin de generar conocimiento para la creación y gestión de marcas territorio en la provincia. Los referentes alrededor del tema se concentran en el ámbito anglosajón, aunque existen investigaciones avanzadas en América Latina. En Cuba las experiencias son básicamente inexistentes, a pesar de que se trata de un factor esencial para el desarrollo local-territorial a partir del trabajo con las administraciones locales y la ciudadanía. Se desarrolló un análisis de las potencialidades históricas, culturales, sociales y turísticas del territorio a través de una metodología mixta, y un enfoque predominantemente cualitativo. La estrategia de investigación fue trazada a partir de un estudio de caso, para lo que se emplearon la muestra gris, una probabilística y los sujetos tipos. Los hallazgos fundamentales se centran en la definición de la historia y la cultura como atributos villaclareños en función de la proyección de su identidad. Consta de un breve acercamiento al tema, la sistematización de los núcleos teóricos que le sirven como referentes y la presentación de los resultados del estudio, conclusiones y recomendaciones. Una fase superior de la investigación consiste en la generación de una narrativa que utilice eficientemente estos atributos.
The objective of this study is the determination of the differentiating attributes of Villa Clara, with the purpose of generating knowledge for the creation and administration of place brands in the county. The relating ones around the topic concentrate on the Anglo-Saxon environment, although advanced investigations exist in Latin America. In Cuba the experiences are basically nonexistent, although it is an essential factor for the local-territorial development starting from the work with the local administrations and the citizenship. An analysis of the historical, cultural, social and tourist potentialities of the territory was developed through a mixed methodology, and a mainly qualitative focus. The investigation strategy was traced starting from a case study, for what the gray sample, a probabilistic sample and the subject cases were used. The fundamental results are centered in the definition of the history and the culture like attributes of Villa Clara in function of the projection of their identity. This investigation report consists from a brief approach to the topic, the systematizing of the theoretical nuclei that serve it as relating and the presentation of the results of the study, conclusions and recommendations. A superior phase of the investigation consists on the generation of a storytelling that uses these attributes efficiently.
The objective of this study is the determination of the differentiating attributes of Villa Clara, with the purpose of generating knowledge for the creation and administration of place brands in the county. The relating ones around the topic concentrate on the Anglo-Saxon environment, although advanced investigations exist in Latin America. In Cuba the experiences are basically nonexistent, although it is an essential factor for the local-territorial development starting from the work with the local administrations and the citizenship. An analysis of the historical, cultural, social and tourist potentialities of the territory was developed through a mixed methodology, and a mainly qualitative focus. The investigation strategy was traced starting from a case study, for what the gray sample, a probabilistic sample and the subject cases were used. The fundamental results are centered in the definition of the history and the culture like attributes of Villa Clara in function of the projection of their identity. This investigation report consists from a brief approach to the topic, the systematizing of the theoretical nuclei that serve it as relating and the presentation of the results of the study, conclusions and recommendations. A superior phase of the investigation consists on the generation of a storytelling that uses these attributes efficiently.
Descripción
Palabras clave
Marca Territorio, Gestión, Ciudadanía, Administraciones Públicas, Place Brand, Administration, Citizenship, Public administrations