Propuesta turística como aporte a la puesta en valor del patrimonio cultural de la comuna de Buin, Región Metropolitana
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Fecha
2015
Autores
Profesor/a Guía
Facultad/escuela
Idioma
es
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Universidad Andrés Bello
Nombre de Curso
Licencia CC
Licencia CC
Resumen
Actualmente el mundo presenta una acelerada urbanización y grandes avances tecnológicos
los cuales han afectado directa o indirectamente a pueblos y localidades rurales a lo largo
del planeta. Si bien estos cambios han traído beneficios para la población, también han
generado problemas tales como la pérdida de recursos naturales y del patrimonio cultural
de los lugares afectados. Este es el caso de la comuna de Buin, ubicada a 35 kilómetros al
sur de la ciudad de Santiago, en la Región Metropolitana. Esta comuna tiene un patrimonio
cultural de valor turístico y aún conserva actividades y tradiciones propias de la cultura
campesina. Sin embargo, este patrimonio está en riesgo de desaparición a causa de la
problemática antes mencionada.
Por esta razón el presente proyecto de título se planteó formalizar la creación de una
empresa tour operadora y formular una cartera de productos turísticos como aporte a la
conservación y puesta en valor del patrimonio cultural de la comuna de Buin, para lo cual
se plantearon 3 objetivos específicos: 1) Diseñar una cartera de productos turísticos basados
en las actividades y oficios tradicionales aún existentes en la comuna de Buin, 2) Realizar
una evaluación económica de cada uno de los productos de la cartera diseñada, y 3)
Formalizar la creación de una tour operadora y fonnular una propuesta de comercialización
para la cartera de productos diseñada.
Para el cumplimiento de dichos objetivos se realizó una investigación bibliográfica y
salidas a terreno en Buin, donde se identificaron atractivos, se entrevistó a los propietarios o
administradores de estos, se aplicaron fichas y se entrevistó a infonnantes calificados.
Posteriormente se diseñaron 3 productos turísticos y se realizó una evaluación económica
de cada uno de estos en diferentes escenarios. Luego se realizó una marcha blanca con el
fin de testear uno de uno de los productos para evaluar su funcionamiento, corregir posibles
errores y afinar detalles. Finalmente se formalizó legalmente una empresa tour operadora
mediante el sistema "Tu empresa en un día" del Gobierno de Chile, y se planteó una
propuesta para la comercialización de los productos diseñados basada en la creación de
alianzas estratégicas, pagina web, cuenta en redes sociales y folletería.
Nowadays the world presents a progressive urbanization and great technology advances which have affected directly or indirectly to the towns and villages worldwide. Even though these changes have brought benefits for the people, they have also caused problems such as the loss of natural resources and the cultural heritage of the affected places. This is the case of Buin, a town located 35 kilometers at the south of the city of Santiago, in the Metropolitan Region. This town has a cultural heritage with tourist value and still preserves some typical activities and traditions of the peasant culture. However, this heritage is at risk of disappearing because of the problem mentioned before. For this reason, the present degree project proposed to formalize the creation of a tour operator company and formulate a portfolio of tourism products to contribute to the conservation and enhancement of the cultural heritage of the town of Buin, for which 3 specific objectives were proposed: 1) To Design a portfolio of tourism products based on the traditional activities and crafts still remaining in the town of Buin, 2) To do an an economic evaluation of each one of the products of the designed portfolio, and 3) To formalize the creation of a tour operator company and formulate a marketing plan for the designed a tourism product portfolio. To fulfill these objectives a bibliographic investigation and field trips were made, where tourist attractions were found, their owners or managers were interviewed, evaluation sheets were applied and qualified informants were interviewed. Then 3 tourism products were designed and economic evaluation for each one in different scenarios was made. Then a trial phase was made to taste one of the products and evaluate its performance, to correct possible mistakes and to fix details. Finally, a tour operator company was legalized through the "Your company in one day" system of the Government of Chile, and a marketing plan for the products was formulated based on the creation of strategic alliances, web page, social networks account, and brochures.
Nowadays the world presents a progressive urbanization and great technology advances which have affected directly or indirectly to the towns and villages worldwide. Even though these changes have brought benefits for the people, they have also caused problems such as the loss of natural resources and the cultural heritage of the affected places. This is the case of Buin, a town located 35 kilometers at the south of the city of Santiago, in the Metropolitan Region. This town has a cultural heritage with tourist value and still preserves some typical activities and traditions of the peasant culture. However, this heritage is at risk of disappearing because of the problem mentioned before. For this reason, the present degree project proposed to formalize the creation of a tour operator company and formulate a portfolio of tourism products to contribute to the conservation and enhancement of the cultural heritage of the town of Buin, for which 3 specific objectives were proposed: 1) To Design a portfolio of tourism products based on the traditional activities and crafts still remaining in the town of Buin, 2) To do an an economic evaluation of each one of the products of the designed portfolio, and 3) To formalize the creation of a tour operator company and formulate a marketing plan for the designed a tourism product portfolio. To fulfill these objectives a bibliographic investigation and field trips were made, where tourist attractions were found, their owners or managers were interviewed, evaluation sheets were applied and qualified informants were interviewed. Then 3 tourism products were designed and economic evaluation for each one in different scenarios was made. Then a trial phase was made to taste one of the products and evaluate its performance, to correct possible mistakes and to fix details. Finally, a tour operator company was legalized through the "Your company in one day" system of the Government of Chile, and a marketing plan for the products was formulated based on the creation of strategic alliances, web page, social networks account, and brochures.
Notas
Tesis (Administrador en Ecoturismo)
Palabras clave
Región Metropolitana, Ecoturismo, Chile, Comuna de Buin