Herramientas de comunicación de destinos turísticos: Úbeda y Baeza
Fecha
2015-07-07
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Jaén: Universidad de Jaén
Resumen
[ES] La provincia de Jaén cuenta con el legado renacentista más importante del panorama nacional, gracias a la obra del maestro Andrés de Vandelvira. Como máximo exponente de este renacimiento, encontramos a las ciudades de Úbeda y Baeza, declaradas ciudades patrimonio de la humanidad por la UNESCO en 2003, y las cuales han experimentado una transformación asombrosa gracias a la otorgación de este distintivo. Este proyecto está dividido en dos partes: una parte eminentemente teórica, en la que abordaremos el tema del posicionamiento, la comunicación y sus principales herramientas, siempre referidas al ámbito turístico y una segunda parte que es la aplicación práctica a Úbeda y Baeza. Es decir, como se comunican como destino turístico, para diferenciarse de sus competidores; Qué es lo que tienen estas ciudades y no otras para que el turista las visite y cómo se dan a conocer al resto del mundo. Para ello, hemos hecho un estudio de cómo se comunican y promocionan estos destinos en distintos niveles: a nivel local, provincial y regional, nacional e internacional.
[EN] Jaen province has the most important Renaissance legacy on the national scene, thanks to the work of the master Andres de Vandelvira. As the maximum exponent of the Renaissance, we find the cities of Ubeda and Baeza, which have been declared World Heritage by UNESCO in 2003 and they have undergone a great transformation as a result. This project is divided into two parts: a theoretical part, which we will address the issue of positioning, communication and its main tools, always from the point of view of tourism, and a second part is the practical application of Ubeda and Baeza. Know what communication tools are used to differentiate from competitors and know what it is about these cities and not others for the tourist's visit, and how to disclose to the world. For this purpose, we have made a study of how these destinations are communicated and promoted at different levels: local, provincial and regional, national and international level.
[EN] Jaen province has the most important Renaissance legacy on the national scene, thanks to the work of the master Andres de Vandelvira. As the maximum exponent of the Renaissance, we find the cities of Ubeda and Baeza, which have been declared World Heritage by UNESCO in 2003 and they have undergone a great transformation as a result. This project is divided into two parts: a theoretical part, which we will address the issue of positioning, communication and its main tools, always from the point of view of tourism, and a second part is the practical application of Ubeda and Baeza. Know what communication tools are used to differentiate from competitors and know what it is about these cities and not others for the tourist's visit, and how to disclose to the world. For this purpose, we have made a study of how these destinations are communicated and promoted at different levels: local, provincial and regional, national and international level.