Plan de marketing cultural para fortalecer el patrimonio histórico tangible e intangible del Gobierno Autónomo Descentralizado Intercultural del cantón Cañar

Abstract

The purpose of this research work is about a Cultural Marketing Plan to strengthen the tangible and intangible historical heritage of Gobierno Autónomo Descentralizado Intercultural in Cañar canton. It begins by analyzing tourist attractions. Also, this research points to a multiple methodology where the mixed approach composed of qualitative-quantitative variables was applied. The descriptive research level presented inthe description of basic characteristics of the object under study, assumes the non- experimental and cross-sectional design according to the manipulation of its variables. The study of it is applied by the need of solving existing problems in the cultural sector. In the field study, methods such as inductive, deductive, and analytical systemic and synthetic were used to allow the validation of the study. Furthermore, the research techniques that were applied are: survey, interview, and observation sheets supported in instruments that have made it possible to determine the current situation of natural attractions and canton cultural and people's behavior in the face of this phenomenon. The main research results show that: only 73% of the inhabitants know the cultural heritage that exists around them, being more prominent the Ruinas Arqueológicas de Ingapirca (Archaeological Ruins of Ingapirca) for its denomination as cultural heritage of Ecuador. However, there is great natural wealth that has been little exploited and valued by peoplein 44%; raymis, gastronomy, clothing, music, dance, religion, language are cultural values that complement the heritage of the tourism sector. Thus, 91% of the population indicate that they are willing to promote the conservation of cultural and natural attractions. It is concluded that, cultural marketing affects the recognition of tangible and intangible historical heritage, because it applies innovative persuasive and experiential strategies that stimulate satisfaction of the tourism consumers, with the support of marketing mix in the tourist product offering