Análisis del impacto de las estrategias de comunicación utilizadas en el Parque Nacional Galápagos de la Isla San Cristóbal para educar y sensibilizar al público turístico nacional sobre la importancia de la conservación ambiental del archipiélago

Abstract

This study assesses the impact of the Galápagos National Park's communication strategies on San Cristóbal Island to educate and raise awareness among tourists about the importance of conserving the archipelago. The research emphasizes the need to promote responsible behaviors within a delicate and unique ecosystem. A mixed-methods approach was employed, including the analysis of the strategic plan, interviews, and surveys of tourists to gauge perceptions and impact. The findings indicate that, although there is a plan with clear objectives and targeted audiences, it faces limitations in coherence and structure, which reduces its effectiveness. Digital campaigns and BTL activities have raised some awareness, but they still do not significantly influence conservation behaviors. Additionally, opportunities are identified to improve planning, follow-up, and systematization of actions, making them more aligned with protection goals. The research concludes that, despite progress in the communication plan, challenges remain that hinder its full impact. Implementing more integrated and coherent strategies could strengthen environmental education, awareness, and ecosystem conservation, leading to more effective and responsible tourism management. This analysis can serve as a foundation for refining the park's efforts, boosting its ability to promote sustainable practices and safeguard one of the planet’s most fragile ecosystems.