Creación de una marca-ciudad como estrategia de marketing territorial para la comuna de San Rosendo, región del Biobío
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Fecha
2023
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Facultad/escuela
Idioma
es
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Universidad Andrés Bello
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Licencia CC
Licencia CC
Resumen
La comuna de San Rosendo está experimentando una constante disminución y envejecimiento de su población, debido a varios factores, como la escasez de oportunidades, la limitada diversificación de empleos y los índices de pobreza. Este panorama ha impulsado la búsqueda de nuevas vías para el desarrollo socioeconómico, en las cuales el turismo rural y patrimonial puede jugar un papel fundamental gracias a sus viñedos, productos artesanales e historia ferroviaria. Sin embargo, para lograrlo, resulta esencial aplicar estrategias de marketing territorial que sean capaces de transformar la percepción externa del territorio.
En este estudio de naturaleza cualitativa, se emplearon metodologías como el análisis bibliográfico, encuestas y grupos focales, con el propósito de identificar la esencia de San Rosendo y crear su imagen objetivo mediante una estrategia de Marca-Ciudad. Es importante destacar que esta tarea se realizó siempre en colaboración con la comunidad, con el fin de lograr una representación genuina y auténtica del lugar.
Estas acciones dieron como resultado una marca amable, cuidadosa y respetuosa, que refleja la tradición, tranquilidad e historia. Todo esto basándose en sus atractivos y atributos, definidos por la misma comunidad, que reflejan de la mejor manera posible su identidad.
The commune of San Rosendo is experiencing a steady decline and aging of its population, due to several factors, such as the scarcity of opportunities, limited job diversification and poverty rates. This panorama has prompted the search for new avenues for socioeconomic development, in which rural and heritage tourism can play a fundamental role thanks to its vineyards, artisanal products and railroad history. However, to achieve this, it is essential to apply territorial marketing strategies that are capable of transforming the external perception of the territory. In this qualitative study, methodologies such as bibliographic analysis, surveys and focus groups were used in order to identify the essence of San Rosendo and create its target image through a City-Brand strategy. It is important to highlight that this task was always carried out in collaboration with the community, in order to achieve a genuine and authentic representation of the place. These actions resulted in a friendly, caring and respectful brand, reflecting tradition, tranquility and history. All this based on its attractions and attributes, defined by the community itself, which reflect its identity in the best possible way.
The commune of San Rosendo is experiencing a steady decline and aging of its population, due to several factors, such as the scarcity of opportunities, limited job diversification and poverty rates. This panorama has prompted the search for new avenues for socioeconomic development, in which rural and heritage tourism can play a fundamental role thanks to its vineyards, artisanal products and railroad history. However, to achieve this, it is essential to apply territorial marketing strategies that are capable of transforming the external perception of the territory. In this qualitative study, methodologies such as bibliographic analysis, surveys and focus groups were used in order to identify the essence of San Rosendo and create its target image through a City-Brand strategy. It is important to highlight that this task was always carried out in collaboration with the community, in order to achieve a genuine and authentic representation of the place. These actions resulted in a friendly, caring and respectful brand, reflecting tradition, tranquility and history. All this based on its attractions and attributes, defined by the community itself, which reflect its identity in the best possible way.
Notas
Tesis (Administrador en Ecoturismo)
Palabras clave
Turismo, Evaluación, Turismo Rural, Marca (Comercialización), Planificación de la Comercialización, Chile, San Rosendo.