Análisis de la estrategia comunicacional de la marca “Guayaquil es mi destino”
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2019-03
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
La presente investigación busca analizar la estrategia comunicacional que ha implementado la marca turística “Guayaquil es mi destino” desde sus inicios hasta el año 2018. Esta marca fue creada por parte de la Empresa de Turismo, Promoción cívica y relaciones internacionales de Guayaquil, direccionada por la señora Gloria Gallardo con el propósito de fomentar el civismo y amor por la ciudad y, además, hacer de Guayaquil un destino turístico a nivel nacional e internacional. Para el análisis respectivo de esta investigación se hizo uso de información emitida por la Empresa de Turismo en las rendiciones de cuentas y se procedió a recopilar información sobre los diferentes eventos desarrollados cada año y sus atractivos turísticos. Así mismo se procedió a identificar cuáles han sido las estrategias publicitarias que han implementado para comunicar las actividades con el objetivo de promover el turismo a la ciudad.
This research seeks to analyze the communication strategy implemented by the tourist brand "Guayaquil is my destiny" from its beginnings until 2018. This brand was created by the Tourism, Civic Promotion and International Relations Company of Guayaquil, directed by Mrs. Gloria Gallardo with the purpose of promoting civility and love for the city and, in addition, make Guayaquil a national and international tourist destination. For the respective analysis of this research, the information issued by the Tourism Company was used in the rendering of accounts and information was collected on the different events developed each year and their tourist attractions. Likewise, we proceeded to identify what advertising strategies have been implemented to communicate the activities with the aim of promoting tourism to the city.
This research seeks to analyze the communication strategy implemented by the tourist brand "Guayaquil is my destiny" from its beginnings until 2018. This brand was created by the Tourism, Civic Promotion and International Relations Company of Guayaquil, directed by Mrs. Gloria Gallardo with the purpose of promoting civility and love for the city and, in addition, make Guayaquil a national and international tourist destination. For the respective analysis of this research, the information issued by the Tourism Company was used in the rendering of accounts and information was collected on the different events developed each year and their tourist attractions. Likewise, we proceeded to identify what advertising strategies have been implemented to communicate the activities with the aim of promoting tourism to the city.
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PUBLICIDAD, COMUNICACIÓN PUBLICITARIA, ESTRATEGIAS PUBLICITARIAS, MARCA
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