Análisis de las estrategias de comunicación para la conservación del patrimonio cultural de la ciudad de Zaruma

Abstract

This research analyzes the communication strategies implemented for the preservationof the cultural heritage of Zaruma, a city located in El Oro province and recognizedasaCultural Heritage of Ecuador. The study adopts a qualitative approach to understandtheperceptions, experiences, and challenges faced in promoting social engagement withheritage. In-depth interviews with experts in communication and heritage, a focus groupwithlocal residents, and participant observations of heritage-related activities were conducted, applying thematic coding and data triangulation to ensure the validity of the findings. Theresults revealed that, although efforts have been made to raise awareness and preserveheritage, these lack strategic planning, diversified content, and the adaptability requiredtoinvolve different audiences, especially younger generations and communities withweaker connections to institutional initiatives. Through this research, key weaknesses in institutional communication were identified, as well as significant opportunities for designing participatoryand inclusive strategies that enable heritage preservation to move beyond institutional boundaries and foster a meaningful social impact within the Zaruma community.