Estrategia de comunicación para la difusión de identidad cultural del cantón Loja.

Abstract

The present investigation tries to analyze the diffusion of the cultural values and tourist potential of Loja through the management of communication strategies of the Prefecture of this city, being this institution one of the main entities of cultural and tourist promotion of the province. The aim is to help generate income for the inhabitants of different sectors of the canton and its province through tourism; in addition to revaluing the culture of the peoples, keeping in mind a number of considerations to conserve the environment. Currently, the province of Loja has been growing in tourist values, which will allow maintaining the cultural identity in the Loja canton. The cultural promotion and natural events are not spread in the Prefecture, therefore, I feel the need to propose a strategy that is aimed at the cultural promotion of the Pilgrimage of the Virgen del Cisne and the International Festival of Living Arts, this with the purpose of keeping tourists aware of tourist sectors and places. For this purpose, the Municipality of Loja, the Prefecture of Loja, the International Festival of Living Arts, Loja, the Diocese of Loja, departments of cultural promotion will be taken into account, with the aim of enriching and collecting more information for the proposal. The basis for this investigation is mainly due to the lack of information on the part of the Prefecture, they do not update the relevant information of these events. The tourist wants to know what happens before, during and after these events, what is intended is to provide that facility to visitors, in addition to contributing and maintaining the traditions of Loja and in some way strengthening the identity of the canton.