Estrategias para la reactivación turística en el Museo de la Iglesia del Sagrario de la ciudad de Cuenca

Abstract

This project is based on the strategic proposal for the reactivation of cultural tourism in the city of Cuenca, focused on the museum space of the Iglesia del Sagrario, known locally as "Catedral Vieja", considered of great value for religious art, cultural identity and architectural heritage of the city. In addition, Cuenca, being declared a Cultural Heritage of Humanity by UNESCO on December 1st, 1999, takes great importance in the development of tourism, for which the local government has carried out various activities for the conservation and preservation of the heritage inheritance. Currently, after the global health crisis generated by the COVID-19 pandemic, great economic and social impacts have been caused, which are difficult to recover. Therefore, this study focuses on regaining confidence and optimizing the expectations of national and international visitors, safely and reliably promoting the improvement of tourism development. The study is based on designing strategies that allow the reactivation of tourist activity, in accordance with the reality of the demand, generating an effective proposal, capable of enhancing the interaction and incidence of the museum, providing a museum space, of great heritage and cultural value. Through the analysis of the research methodology, instruments and procedures are implemented to be used for data collection, which allow establishing the study subjects, universe and sample, in addition to determining the profile of the potential tourist, their tastes and preferences at the moment. to choose a cultural tourist destination. (Municipio de Cuenca, 1998) Keywords: Cultural tourism. Heritage. Museums. Cuenca. Catedral Vieja Museum.