Propuesta de promoción turistíca para las artesanías tradicionales amazónicas de la asociación defensores de la identidad yuyaywan makanuk runa ¨yu.ma.ru¨ en la ciudad de el Coca- Orellana

Abstract

The Association Defenders of the Identity Yuyaywan Makanuk Runa "YU.MA.RU" due to insufficient promotion, there has not been satisfactory sales, resulting in a decrease in demand for their crafts, thus leading to the non-fulfillment of the expectations of the members of the association, therefore, the objective of this research was to develop a proposal to promote handicrafts of Amazonian fibers and seeds for the association defending the identity Yuyaywan Makanuk Runa "YUMARU" through a market study and recommendation of the implementation of a method of competitive dissemination to increase the tourists arrival and sales of the association. The methodology used had a quantitative qualitative approach, because a situational diagnosis was made in a participatory manner of the stores located on the boardwalk El Coca city through field observation, surveys of local, national, and foreign tourists who visited the boardwalk of the city, open interviews with members and the president of the association YU.MA.RU. As a result, a proposal for promotion through the Facebook social network was developed based on the situational diagnosis, with strategies aimed at the creation of a social network, which will effectively and efficiently promote the products and reach a large number of the target audience. An official page has been created where disruptive images linked to the promotion of the association's handicraft products have been published. It is concluded that it is feasible to adopt a tourism proposal with strategies aimed at creating eye-catching and innovative web content to improve the development and positioning of the association's malocas, as well as to increase the purchase and sale of the association's products and the number of visitors to the points of sale.