Storytelling como herramienta para la promoción de emprendimientos del GAD de Pastaza

Abstract

The GAD of Pastaza faced challenges to effectively communicate its initiatives and programs aimed at entrepreneurs, as well as to generate interest and commitment from citizens and other key stakeholders, therefore, the objective of the research was to develop storytelling strategies as a promotional tool to promote the development of entrepreneurship in the Government of Pastaza. The methodology used was of mixed approach (quantitative and qualitative); the level of research was descriptive; a non-experimental and transversal research design was used; the type of study was field and documentary to obtain information through methods, techniques and instruments, among which were the interview and the survey applied to the study population. Through the methodology applied, it was determined that the integration of these experiences in the storytelling strategy for the promotion of entrepreneurship in the GAD of Pastaza can enrich the connection with the audience, considering effective elements of digital narratives. It is concluded that it was possible to identify a set of actions that could enhance the promotion of enterprises and strengthen the cultural identity in Pastaza.