Plan de comunicación para campaña de turismo religioso: fiestas en honor y sacrificio al Señor de Girón

Abstract

A tourism promotion campaign is a set of strategies and planned actions with the objective of publicizing and highlighting the qualities of a tourist destination, taking into account that they seek to capture the attention of the public, to encourage visits to a place. The general objective of this investigative work was to outline a communication campaign for the tourist promotion of the festival in honor and sacrifice to the Lord of Girón. The methodology applied was a descriptive and field investigation with a mixed approach, through the application of a structured base survey to the population of the canton of Girón. The results of the survey were that 55% are not familiar with the festival in honor and sacrifice to the Lord of Girón, likewise 58% detail that tourism promotion benefits people to attend this event so it is necessary that communication strategies focused on a tourism promotion campaign be applied to reach the population so that they know and feel identified with the celebrations that take place in the canton. In this context, the research managed to identify that it is necessary to apply traditional communications strategies as well as modern ones, segmenting the target audience in this way to achieve general knowledge and active participation in the canton's festivals that last about six weeks, with the aim of boosting the local economy to publicize this tourist place in the country.