El branding como estrategia de difusión para el posicionamiento turístico del Jardín Histórico Botánico Atocha La Liria de la ciudad de Ambato, para estudiantes de secundaria

Abstract

This research addresses branding as a dissemination strategy to strengthen the tourism positioning of the Atocha La Liria Historic Botanical Garden in the city of Ambato, with secondary school students as the priority target audience. The study arises from the need to make this heritage, natural, and educational space more visible through a strategic, cultural, and visual proposal that clearly communicates its identity values. To this end, the perception, level of knowledge, and interest of young audiences are examined through mixed techniques, including observation, interviews, and documentary analysis, in order to identify the causes that limit its tourism recognition. Likewise, theoretical references and cases of tourism and cultural branding are analyzed to determine visual and narrative strategies applicable to the local context. Based on these findings, a branding proposal is designed, integrating coherent graphic and communicational resources aimed at disseminating the historical, botanical, and educational richness of the Garden. Finally, the proposal is evaluated through validation with educational stakeholders and observation of visual outcomes, demonstrating its relevance in improving recall, appropriation, and local tourism positioning.