Estrategia de comunicación acerca de los rasgos identitarios de la Agencia de Viajes Ecotur S.A Camagüey
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Fecha
2012-06-25
Autores
Rodríguez Escobar, Yanara
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación se realizó en la Agencia de Viajes Ecotur S.A Camagüey con el objetivo de proponer una estrategia de comunicación para la promoción de los rasgos identitarios en sus públicos internos y externo específico localidad. El estudio se adscribe a la alternativa de investigación cualitativa y se empleó el método etnográfico.
Para desarrollar la investigación se aplicaron como instrumentos de recopilación de información la entrevista no estructurada, un sistema de observaciones y la revisión de documentos oficiales.
Como principales resultados se obtuvo que los rasgos culturales que identifican a Ecotur S.A Camagüey son: su historial, distinguido por los galardones obtenidos, los valores compartidos por sus trabajadores así como la exclusividad de los valores naturales e históricos de algunas de sus ofertas.
Los rasgos físicos que actualmente posee Ecotur S.A Camagüey no la identifican porque se quedan en el nivel macro de su identidad, o sea, la parte que tienen en común con las demás Agencias de Viajes Ecotur S.A del país:
Teniendo en cuenta estos resultados se realizó una propuesta de una estrategia de comunicación para contribuir al fortalecimiento de la identidad de la Agencia de Viajes Ecotur S.A Camagüey en sus públicos internos y externo específico localidad, así como al perfeccionamiento de las acciones promocionales que hasta el momento ha desarrollado dicha organización.
This letter investigation was carried out in the travel agency Ecotur S.A Camagüey with the general objective of proposing a communication strategy for the promotion of the features of identity of the same in their public internal and external in the county. The study was linked to the paradigm of qualitative investigation and was used the ethnographic method. In order to develop the investigation they were applied like instruments of summary of information: not structured interview, a system of observations and the revision of documents. The main results obtained was that the cultural features that identify Ecotur S.A Camagüey are: their historial, distinguished for the obtained rewards, the values shared by their workers as well as the exclusive of the natural and historical values of some of their offers. The physical features that it at the moment possess Ecotur S.A Camagüey it don't identify because they stay macro of their identity in the level, that is to say, the part that they have in common with the other Agencies of Trips Ecotur S.A of the country: Keeping in mind these results was carried out a proposal of a strategy of communication in order to contribute to the invigoration of the identity of the travel agency Ecotur S.A Camagüey in their public internal and external specific town, as well as to the improvement of the promotional actions that until the moment has developed this organization.
This letter investigation was carried out in the travel agency Ecotur S.A Camagüey with the general objective of proposing a communication strategy for the promotion of the features of identity of the same in their public internal and external in the county. The study was linked to the paradigm of qualitative investigation and was used the ethnographic method. In order to develop the investigation they were applied like instruments of summary of information: not structured interview, a system of observations and the revision of documents. The main results obtained was that the cultural features that identify Ecotur S.A Camagüey are: their historial, distinguished for the obtained rewards, the values shared by their workers as well as the exclusive of the natural and historical values of some of their offers. The physical features that it at the moment possess Ecotur S.A Camagüey it don't identify because they stay macro of their identity in the level, that is to say, the part that they have in common with the other Agencies of Trips Ecotur S.A of the country: Keeping in mind these results was carried out a proposal of a strategy of communication in order to contribute to the invigoration of the identity of the travel agency Ecotur S.A Camagüey in their public internal and external specific town, as well as to the improvement of the promotional actions that until the moment has developed this organization.
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Palabras clave
Identidad, Estrategia de Comunicación