Diseño de signos gráficos representativos de la gastronomía patrimonial de la ciudad de Riobamba.

Abstract

The absence of graphic signs representing the gastronomy of Riobamba is a significant problem, especially in the offer of gastronomic establishments located within the heritage tourist areas. This generates a loss of visibility for tourists interested in tasting novel gastronomic experiences, causing this culinary wealth to go unnoticed, producing less income and attraction toward typical cuisine. For this reason, the objective of this project was to design a system of graphic signs representative of the gastronomy of the city of Riobamba, applying semiotics for a detailed analysis of its symbology and distinctive elements that allow an adequate graphic representation and can enhance the promotion and identity of the city. The methodology integrated qualitative-quantitative approaches, where qualitative research allowed the deepening of pertinent bibliographic information on the traditional and typical gastronomy in the town and the different establishments where such products were offered. In addition, field research was used to identify the most offered and characteristic gastronomic products of each specific establishment. On the other hand, quantitative research facilitated the graphic representation of the products through technical, informative, observational, and semiotic sheets that provided relevant information for the creation of the signs. In addition, this methodology allowed us to identify the tourist route Magic Corner Historic Heritage Center of Riobamba, which has the leading gastronomic establishments known as huecas, in which a structured process was carried out for the selection and creation of the graphic signs, using Andean principles. In this context, it is concluded that by developing a graphic sign design that applies semiotics, gastronomic visibility can be enhanced, and the city's culinary heritage can be highlighted.