Diseño de estrategias de promoción para la ruta del sombrero de paja toquilla, Santa Elena

Abstract

CONDITION FOR PUBLICATION OF PROJECT. In 2018, the Toquilla Straw Route was established as a project to highlight the cultural and artisanal value of the Dos Mangas and Barcelona communities. However, a lack of interest in transmitting ancestral knowledge and limited project management hindered its development. In 2023, an integrative project was implemented with the goal of creating tourist experiences based on these resources, applying the Design Thinking methodology. The following project constitutes a continuation of this initiative, focusing on promoting the Route through digital strategies to increase its visibility on social media. To this end, in-depth interviews, empathy maps, and stakeholder mapping were used to define the target segment. As a result, project sheets were designed, the Route's official social media channels were created, and a user manual was developed for the community, contributing to its management and sustainability. Keywords: Cultural Heritage, Promotion Strategies, Digital Promotion, Local Communities, Social Media.