Marketing Cultural, una propuesta de plan integral para el Museo Pumapungo del Banco Central del Ecuador

Abstract

The main objective of the research is to develop a comprehensive cultural marketing plan to increase attendance, satisfaction, and meet the needs of the public that visits the Pumapungo Museum of the Central Bank of Ecuador, for which qualitative-quantitative research is proposed through observation, in-depth interviews and surveys. Thus, the results obtained show that people do not go to museums very often, in addition they do not usually stay in it for a long time, their attention is focused on the exhibitions, despite this they do not interact with them and they make a photographic record, generally their experience. it's good the way in which the Pumapungo Museum is known is usually by referrals and through social networks. For this reason, an action plan was proposed considering axes for an adequate direction of the strategies.