Desarrollo de estrategias de comunicación y relaciones públicas para la red de turismo comunitario del austro “Pakariñan"

Abstract

Action research methodology was used to identify the state of the organizational communication of the Community Tourism Network of Austro “Pakariñan”, to describe the communication between members of the organization, through the mapping of exchanges, the communication actors were identified, followed the interviews and surveys defined the channels used, the frequency of exchange, perceptions of the public of the network. Likewise, the results of the dialogue and the participant observation in anthropological studies and the SWOT were outlined. So to know the relationship of the NGO with its environment, a clipping was generated analyzing the evolution of the promotional message in traditional media (ATL), the brandbook by Maki was also studied, identifying image management processes, such as the system of packaging and labeling, going on to study your promotional message on social networks through a virtual ethnography of the official pages @ pakariñanec and @makifairtrade. Then, with a census of problems, the obstacles between the communicational actors of the network were identified, to subsequently establish a matrix of priority needs for extension / technical assistance for the development of communication and public relations strategies for the Community Tourism Network of the Austro "Pakariñan" which served as the basis for the development of proposals for the solution of network needs.