Diseño y dirección de arte de publicidad digital para la Red de Turismo Comunitario Pakariñan

Abstract

Community tourism appears as a social phenomenon that adheres to the preferences of an entire community, however, at present it is important that its objective is not only to meet the needs of the people who are interested in it, but also to serve to increase tourism in rural communities. In the province of Azuay, community tourism has been underdeveloped, for this reason, based on the practice of advertising strategies and forms of communication, in the present work a suitable media plan was made for the tourism operator Turismocomunitario.ec of Pakariñan. The project is aimed at creating adequate platforms to increase the presence of this organization in the world of networks, especially because thanks to the evolution of digital media, more and more companies can expand their communication paths with customers, in such a way that the implementation of a digital media plan through transmedia narratives and with the help of a consumer who will become a prosumer. This plan was projected through social networks and the website, where community tourism was promoted as an experience of culture, tradition, history, gastronomy, nature and a different lifestyle. Accompanied by a communicative digital advertising strategy and graphic line corresponding to the objectives set.