Examinando por Materia "Marca ciudad"

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    El rol de la participación comunitaria en el desarrollo de servicios turísticos y el fortalecimiento de la marca ciudad.
    (Universidad EAFIT, 2019) Bedoya Jiménez, Julián Esteban; Mejía Gil, María Claudia; Astorquiza Bustos, Bilver Adrián
    Los Conquistadores neighborhood of Medellín city in Colombia has been place for social transformations and spaces appropriation, among these, social actions that, for more than five years, have been carried out by some inhabitants from organized groups such as the Junta de Acción Comunal (JAC) and the collective of artists Conquistarte. These transformations are an example of what has been happening in the city, which is why a study was carried out on collective actions and their effect on the transformation of the neighborhood. To achieve this, a mixed methodology was applied, which consisted of interviews with eight experts representing the groups, stakeholders and inhabitants; two group sessions in order to identify the representations around the participation to the various events resulting from the aforementioned actions and a quantitative analysis using the Ordinary Least Squares technique was introduced with the aim of analyzing a set of socio-economic indicators of the city such as homicides, robberies and toilet service; ; finally three creative workshops with the stakeholders with the aim of developing low fidelity prototypes of tourist services. The findings describe how the processes of community participation have had positive effects that can explain the social transformation of the neighborhood, which also show the social representations of the community about its context, the incidence on crime indicators and the potential development of tourism services at the same time the strengthening of the Medellín city brand.