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Promoción comunicacional del humedal abras de mantequilla como potencial del Ecuador
| dc.contributor.advisor | Dahik Solis, Cecilia Elizabeth | |
| dc.contributor.author | Cosme Maticurema, Luis Alfredo | |
| dc.date.accessioned | 2021-06-17T16:50:27Z | |
| dc.date.available | 2021-06-17T16:50:27Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/9826 | |
| dc.description | To carry out the communicational promotion of the Abras de Mantequilla Wetland, communication is a key tool to publicize the natural resources that the place has such as its biodiversity in flora and fauna, its natural water mirror, unique species that are in danger of extinction and gastronomic wealth, that is why advertising should be used as an instrument to spread the wealth of the place. "Tourism communication aims to achieve a certain attitude or reaction, or to motivate a certain behavior in the recipients through arguments and evaluations that support a given position" (González, 2016). For effective communication to take place, it must adapt to new consumer trends immersed in the world of new technologies, as well as the internet. This is how advertising appears in the media, social networks, web pages and other unconventional advertising. When thinking about a global market, this case study, through the collection of information, shows that the communicational promotion to spread the Abras de Mantequilla Wetland makes notable use of social networks such as Facebook, being able to further enhance the use of communication media conventional and unconventional as well as developing applications for IPhone and Smartphones or direct contact channels by the user in real time. This case study is important to carry out the communicational promotion of the Abras de Mantequilla Wetland as a potential of the equator, making known the natural resources that it has, such as its biodiversity in flora and fauna. | es_ES |
| dc.description | To carry out the communicational promotion of the Abras de Mantequilla Wetland, communication is a key tool to publicize the natural resources that the place has such as its biodiversity in flora and fauna, its natural water mirror, unique species that are in danger of extinction and gastronomic wealth, that is why advertising should be used as an instrument to spread the wealth of the place. "Tourism communication aims to achieve a certain attitude or reaction, or to motivate a certain behavior in the recipients through arguments and evaluations that support a given position" (González, 2016). For effective communication to take place, it must adapt to new consumer trends immersed in the world of new technologies, as well as the internet. This is how advertising appears in the media, social networks, web pages and other unconventional advertising. When thinking about a global market, this case study, through the collection of information, shows that the communicational promotion to spread the Abras de Mantequilla Wetland makes notable use of social networks such as Facebook, being able to further enhance the use of communication media conventional and unconventional as well as developing applications for IPhone and Smartphones or direct contact channels by the user in real time. This case study is important to carry out the communicational promotion of the Abras de Mantequilla Wetland as a potential of the equator, making known the natural resources that it has, such as its biodiversity in flora and fauna. | es_ES |
| dc.description.abstract | Para realizar la promoción comunicacional del Humedal Abras de Mantequilla la comunicación es una herramienta clave para dar a conocer los recursos naturales que posee el lugar como su biodiversidad en flora y en fauna, su espejo de agua natural, especies únicas que se encuentran en peligro de extinción y la riqueza gastronómica, es por ello que se debe utilizar la publicidad como instrumento, para difundir las riquezas del lugar. “La comunicación turística, pretende conseguir una determinada actitud o reacción, o bien, motivar un determinado comportamiento en los receptores a través de argumentos y valoraciones que apoyan una posición dada” (González, 2016). Para que se dé una comunicación efectiva, esta debe adaptarse a las nuevas tendencias del consumidor inmerso en el mundo de las nuevas tecnologías, así como del internet. Es así como aparecen la publicidad en los medios de comunicación, redes sociales, páginas web y otras publicidades de tipo no convencional. Al pensar en un mercado global el presente caso de estudio, a través de recopilación de información, demuestra que la promoción comunicacional para difundir el Humedal Abras de Mantequilla hace uso notable de las redes sociales como Facebook pudiendo todavía potenciar más el uso de medios de comunicación convencional y no convencional al igual que desarrollar aplicaciones para IPhone y Smartphones o vías de contacto directo por parte del usuario en tiempo real. Este estudio de caso es importante para realizar la promoción comunicacional del Humedal Abras de Mantequilla como potencial del ecuador dando a conocer los recursos naturales que posee como su biodiversidad en flora y en fauna. | es_ES |
| dc.format.extent | 24 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2021 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Promoción | es_ES |
| dc.subject | Comunicación | es_ES |
| dc.subject | Turismo | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.title | Promoción comunicacional del humedal abras de mantequilla como potencial del Ecuador | es_ES |
| dc.type | bachelorThesis | es_ES |
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