Carrera de Turismo

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Author: search.filters.author.Cunuhay Jiménez Dayana AracelySubject: search.filters.subject.IDENTIDAD CULTURAL

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    La promoción turística y el patrimonio cultural tangible de la ciudad de Latacunga
    (Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación-Carrera de Turismo, 2025-12-17) Cunuhay Jiménez Dayana Aracely; Viteri Toro Maria Fernanda; Universidad Técnica de Ambato-Facultad de Ciencias Humanas y de la educación-Carrera de Turismo
    The present research, entitled “Tourism Promotion and the Tangible Cultural Heritage of the City of Latacunga,” aims to analyze the relationship between tourism promotion and the tangible cultural heritage of Latacunga, with the purpose of understanding how these dynamics contribute to the dissemination, conservation, and enhancement of the local cultural identity. This study employed a mixed-methods approach; therefore, in the quantitative phase, a survey consisting of 10 items was administered to 138 participants to identify the tourism promotion strategies that generate the greatest impact on the public, considering current trends, communication channels, and the social context. In the qualitative phase, tangible cultural heritage assets of the city were inventoried using the INPC (National Institute of Cultural Heritage) record sheets. The results revealed a positive tendency toward digital and cultural strategies for tourism promotion. In conclusion, a tourism promotion strategy was proposed to highlight the richness of Latacunga’s tangible cultural heritage by digital media and contemporary audiovisual content such as Spatial, which, by means of a virtual gallery, will contribute to increasing the visibility of the destination and encouraging the preservation of Latacunga’s cultural identity.