Campaña de reactivación turística como instrumento para fortalecer el turismo cultural y reconocimiento del mercado artesanal Kayak Raymi del pueblo Salasaka de la provincia de Tungurahua

Abstract

The present integrated project aims to promote and disseminate the cultural market ''Kayak Raymi'' of the Salasaka people of the province of Tungurahua, whose purpose is to strengthen the recognition of this tourism sector, through strategic proposals built from the graphic design, because for the Salasakas the production and marketing of their manual products provide economic livelihood; the same that was affected by health restrictions against the closure of the doors of the establishment, forced several local artisans, seek other occupations for their livelihood. For the recognition of the handicraft market, the creation of a visual image has been proposed, since the establishment has not had its own identity since its beginnings that would allow an efficient promotion and diffusion of the place, as well as of each of its products and services offered in the settlement, through the development of advertising strategies it will be possible to expose the tangible and intangible goods, since the interest in preserving the traditions, customs, ancestral knowledge, which are reflected in the manual works of the artisans, which are offered and commercialized in the market to the target public, has been evidenced. Therefore, bibliographic research was used as well as an external and internal market analysis, the use of data collection tools with a qualitative quantitative approach to obtain information that allows to know the tastes and preferences of the target audience when purchasing a handicraft product as it was also possible to define the use of social networks as a means by which the audience is informed of a specific tourist site. For this reason, the tourism reactivation campaign is deduced in a strategic plan for the short, medium and long term through the implementation of advertising strategies as a mechanism that can contribute to the positioning of the artisan market and the dissemination of its products and services.