Rediseño estratégico de un evento ferial inmobiliario en Guayaquil con enfoque gremial, construcción de marca, innovación y visión urbana sostenible

Abstract

CONDITION FOR PUBLICATION OF PROJECT. La Feria de la Vivienda is facing low demand in terms of attendance and sales due to various factors: health, social, and economic. This is reflected in BIESS attendance figures since 2022. Therefore, an innovative concept backed by an Operating Manual is needed. For this reason, the Design Thinking methodology was implemented, using different research techniques and tools, including secondary research, surveys, and interviews. The results obtained based on ideation and prototyping led to the creation of a concept focused on families, along with a manual with management, planning, and organization tools for each stage of the event. In conclusion, the redesign of the fair seeks to connect with different types of families to achieve a unique and memorable experience that strengthens confidence in the real estate sector and positions itself as a key event in Guayaquil. Keywords: Housing Fair, Operating Manual, Key Event, Real Estate Event, Event Concept