Análisis de los atributos para la producción cinematográfica como herramienta de promoción turística. Caso de estudio: Cuenca, Ecuador

Abstract

This study qualitatively analyzes the attributes that the city of Cuenca in Ecuador has for film production and its potential as a tool for tourism promotion. To this end, a process of theoretical review was developed in relation to concepts of the dynamics between cinema and tourism. To substantiate the attributes, international case studies were reviewed regarding the characteristics that certain places have to attract this type of production. Through interviews with key actors, a discourse analysis was carried out in which relevant attributes were identified, which evidenced management and financing problems to support the development of productions in the territory despite having a very strong component in relation to their narrative and visual potential. There is a contrast with the resources to generate creative products and artistic value compared to the logistical facilities that allow these projects to materialize. Finally, the dynamics and perceptions of the sectors involved are explored to suggest strategic ways to encourage the strengthening of these industries and collaboration between them. The study concludes that, in order to establish a favorable environment that promotes local projects, attracts foreign financing and positions Cuenca as an ideal setting for cinematographic narratives, it is necessary to articulate public policies, simplify administrative processes and generate synergies between the public, private and audiovisual sectors. In this way, it will be possible to enrich the artistic legacy of the territory and generate tangible benefits for all the actors involved.