Estrategias de promoción para el museo Casa de la Cultura Carlos Zevallos Menéndez.

Abstract

Cultural tourism is a type of tourism that contributes to the tourist and cultural development of the country. This type of tourism involves all interaction and participation with the populations and autochthonous characters that represent our country. The Casa de la Cultura Carlos Zevallos Menéndez is an emblematic museum located in the city of Guayaquil, which is still in use today. This site is one of the least known and visited by national and foreign tourists. Nowadays, cultural tourism is losing potential due to the appearance of new activities and tendencies in the market. The purpose of this work is to propose promotional strategies to increase the number of visitors to the museum. First of all, a bibliographic review will be carried out in order to contextualize the work. Then, a diagnosis of the museum will be developed in order to know its current situation. Next, two research instruments will be used to develop strategies. This will contribute to the correct development of the museum in the cultural environment, to the improvement of its diffusion, since it is a fundamental part of our history and at the same time it could potentiate cultural tourism in Ecuador.