Uzhcurrumi: estrategia de comunicación para promoción del turismo rural

Abstract

This research systematizes the experience of putting communication actions into practice as a strategic tool for promoting nature-based tourism, carried out in the rural parish of Uzhcurrumi in Ecuador. A diagnosis of the tourist attractions of the sector was carried out, with which strengths, weaknesses, threats and opportunities of the context were determined, through interviews with key actors in situ. This made it possible to have the necessary elements for the design and execution of an express tourism promotion campaign in a specific audience, in this case a small group of students from the Carmen Mora de Encalada High School, in the city of Pasaje, who were initially surveyed, then they were trained in their own educational entity, to later transfer them to live the experience in situ in the rural parish, where they learned about the wealth of flora and fauna, gastronomy, practiced extreme sports and shared with natives of the community. The visiting students were co-creators of content for social networks and became promoters of the dissemination of tourism; always guided by tourism and communication specialists. These results were evaluated through scientific research techniques and instruments. With the respective monitoring and evaluation of the final phase, it is concluded that the best way to promote nature-based tourism is the narrative experience, where the visitor becomes an effective promoter of the rural sector that he has known. The systematization of this communicational experience was documented as part of the titling work and is important for the projection of this rural area of ​​Ourense as a rural tourist destination, based on the conservation of natural resources and experiential experiences.