Planificación de una campaña publicitaria para difundir las costumbres y artesanías de Puerto Jelí

Abstract

Puerto Jelí is known as a gastronomic destination because it has some picanterias and a variety of dishes made from seafood, however, in the place there are also customs that the inhabitants offer to tourists at different times of the year and crafts with unique pieces made with materials that can be obtained from the sea and its surroundings but that tourists are unaware of due to lack of information, which generates that these activities go unnoticed by society. Therefore, this project was carried out with the purpose of making known the customs and handicrafts of the parish of Puerto Jelí in the canton of Santa Rosa as a way of promoting cultural identity and local tourism.

For the collection of information that helped us to know in depth the problems of the project, we took into account the research phase through surveys and interviews with different key audiences to identify the lack of knowledge that exists about these activities by local tourists and also to know the perspective of the inhabitants about the customs and crafts that are made within their locality and thus determine what kind of activities would be made known within the campaign. Then the action plan was developed and the objectives of the campaign were outlined and it was called "I am Jelí", which aims to promote local tourism in the parish of Puerto Jelí, which was made known through communication products such as post and video capsules for local tourists in the canton of Santa Rosa to learn about the customs and crafts that are part of the cultural identity of this urban parish. It is worth mentioning that this campaign was disseminated through the Facebook platform, specifically on the page of the Tourism Unit of the Municipal Government of Santa Rosa, which allowed us to comply with all the planning of the campaign. In this way it became evident that digital communication is important for local tourism because it allows to explore and interact with the audience, because currently social networks are one of the most used media worldwide for its ease of information. For this reason, it is essential that in various tourist places forms of communication are used that allow society to show an interest in knowing their activities, history, culture, habits, gastronomy, and to make this happen it is considerable to use methods and techniques of dissemination with the aim that visitors know the great variety and diversity of the different tourist destinations offered by the canton Santa Rosa, the province of El Oro and the country in general.