Comunicación Estratégica: Herramienta para fomentar una cultura de movilidad sostenible en los sectores urbanos populares.
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2022-04
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Universidad de Guayaquil: Facultad de Comunicación Social
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El presente estudio tiene por objetivo determinar la incidencia de las estrategias de comunicación para fomentar una cultura de movilidad sostenible en los sectores urbanos populares. La comunicación estratégica basada en la investigación exhibe la planificación sostenible de la movilidad y el espacio público en la urbe mediante las gestiones comunicacionales dirigidas a las unidades muéstrales de la investigación. A partir de estas consideraciones, las principales interrogaciones que llaman la atención se sitúan: ¿Considera necesario disponer de alternativas de movilidad?, ¿Conoce usted acerca de movilidad sostenible?, ¿La gente común conoce acerca de lo que significa movilidad sostenible?, ¿Usar bicicleta como medio alternativo de transporte es seguro?, entre otras. Estas interrogantes se desarrollan a lo largo de la investigación, cuyo enfoque es mixto, ya que contiene técnicas cualitativas y cuantitativas que permiten el desarrollo satisfactorio del estudio y se concluye que el sector Cooperativa Sergio Toral tiene una población que usa el transporte urbano de forma permanente y que además en el sector pululan alternativas de movilización como tricimotos o motos, el uso de la bicicleta podría ser inevitablemente una forma eficiente de transporte en espacios cercanos como el citado.
This study aims to determine the impact of communication strategies to promote a culture of sustainable mobility in popular urban sectors. Strategic communication based on research exhibits the sustainable planning of mobility and public space in the city through communication efforts aimed at the sample units of the research. Based on these considerations, the main questions that draw attention are: Do you consider it necessary to have mobility alternatives? Do you know about sustainable mobility? Do ordinary people know what sustainable mobility means? Is using a bicycle as an alternative means of transport safe?, among others. These questions are developed throughout the investigation, whose approach is mixed, since it contains qualitative and quantitative techniques that allow the satisfactory development of the study and it is concluded that the Sergio Toral Cooperative sector has a population that uses urban transport permanently and that in addition in the sector there are swarming alternatives of mobilization such as tricycles or motorcycles, the use of the bicycle could inevitably be an efficient form of transport in nearby spaces such as the aforementioned.
This study aims to determine the impact of communication strategies to promote a culture of sustainable mobility in popular urban sectors. Strategic communication based on research exhibits the sustainable planning of mobility and public space in the city through communication efforts aimed at the sample units of the research. Based on these considerations, the main questions that draw attention are: Do you consider it necessary to have mobility alternatives? Do you know about sustainable mobility? Do ordinary people know what sustainable mobility means? Is using a bicycle as an alternative means of transport safe?, among others. These questions are developed throughout the investigation, whose approach is mixed, since it contains qualitative and quantitative techniques that allow the satisfactory development of the study and it is concluded that the Sergio Toral Cooperative sector has a population that uses urban transport permanently and that in addition in the sector there are swarming alternatives of mobilization such as tricycles or motorcycles, the use of the bicycle could inevitably be an efficient form of transport in nearby spaces such as the aforementioned.
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COMUNICACIÓN ESTRATÉGICA, MOVILIDAD URBANA SOSTENIBLE, EDUCACIÓN VIAL, CICLISMO
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