Análisis de la percepción en redes sociales en la promoción del turismo cultural en la provincia del Cañar

Abstract

The research presented in this project was conducted with the purpose of examining the perception of an audience in social networks of promotions for the province of Cañar in cultural tourism through a quantitative methodology, along with a descriptive analysis and sample selection based on the non-probabilistic by convenience, for this a sample population of 384 people was selected to whom a survey formulated through a questionnaire of closed questions was applied. After that, the units of analysis were determined, which were obtained through the result of the last question of the survey. A Critical Discourse Analysis (CDA) approach was executed using Norman Fairclough's model, which was applied to tourism promotions found in three virtual pages: “Prefectura del Cañar”, “Cañar hecho con Cariño” and “Marcelo Jaramillo”, all of them belonging to a single governmental institution. For the development of this model, interpretation tables were made, where three phases are broken down: text, discursive practice and social practice. After a representation of both linguistic and visual particularities, it was possible to understand the reactions, together with the sensations that these produce through the discourse in each individual.