DOI - Mendel University Press

DOI identifiers

DOI: 10.11118/978-80-7509-737-8-0035

ELABORACIÓN DE PRODUCTOS CULTURALES A PARTIR DEL TURISMO COMUNITARIO PARA AUMENTAR LA INTENCIÓN DE DONACIÓN PARA LA COMUNIDAD AMAZÓNICA DE RUNAHURCO

María Emilia Beltrán-Galarza, Priscila Delgado-Guerrero, Mayra González-Apolo, Eduardo Bravo-Piña

Bosque Medicinal es un proyecto de conservación en la Amazonía ecuatoriana que tiene como fin crear conciencia sobre la importancia de la biodiversidad de la selva tropical. Dos de las estrategias que se utilizan para mejorar el escenario socioeconómico de la zona y preservar sus recursos naturales son el turismo comunitario y la recaudación de fondos. De esta manera, favorecen a la comunidad y, al mismo tiempo, mantienen la integridad cultural y los procesos ecológicos esenciales. Además, crean conciencia sobre el problema ambiental y dan a conocer la solución. Por esta razón, buscamos fortalecer los beneficios de ambas al enlazarlas con ayuda del marketing cultural. Es así que se desea construir un proceso sinérgico que permita que el contenido generado e inspirado después de visitar el Bosque Medicinal sirva para el marketing de recaudación de fondos.

Keywords: turismo comunitario, donación, marketing cultural, Ecuador, producto cultural

pages: 35-48, Published: 2020, online: 2020



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