Difusión de las tradiciones del cantón Guano mediante un plan comunicacional en redes sociales.

Abstract

This research work aims to expose the traditions of Guano town through a communicational plan applied in social networks, in order to promote and rescue its culture and customs which constitute its identity. There are several traditions reflected in social, economic, gastronomic, artistic and religious areas, which even today are practiced by the habitants, it also has many tourist places very attractive for local and foreign people. To determine the artisan, tourist and gastronomic activities of Guano, a field research was carried out using the observation technique. Classifying people by age was the method used in order to identify the target audience. So, it defines their tastes, customs and lifestyle. In addition, to generate the communication plan, Bruce Archer methodology was used, which served to achieve the objectives and the conceptualization of the arts that denote and connote the aspects of the artisan, tourist and gastronomic activity of Guano, disseminating these features in the media. As a result, the publishing of the arts and digital catalogs inspired by this town culture was made on Facebook and Instagram. These social media have a worldwide use, which allows the promotion and loyalty process of brands, products and services. To conclude, this research work helped to rescue the culture and traditions of Guano by means of art, brochures, photographic records and an attractive design that captivates young and adult people. It also helped to reinforce the identity of this town and reactivate trade, creating a sense of belonging and proud of their origin and legacy.