La dirección de arte aplicada a la promoción de la artesanía tradicional del Azuay en tiempos del Covid. (Caso de estudio: cooperativa de producción artesanal AYNI)

Abstract

The COVID-19 health crisis affected the world economy and in particular countries with weak financial structures, Ecuador is not the exception, there are sectors such as artisanal affected income by not having avant-garde strategies to face the new market conditions brought by the pandemic, associating virtualization, being a social, economic problem tending to devalue handicrafts. The study proposes strategies through the use of techniques and technologies to promote handicrafts in heritage cities, with a mixed qualitative and quantitative approach through the application of techniques such as the survey and interview with artisan experts from the Cooperativa de Producción Artesanal AYNI. There was a significant demand for the products, but after the pandemic, artisans lack the knowledge to promote them through technological means, the proposed digitization strategies will reach consumers with the New Normal.