La Exposición Internacional Zaragoza 2008

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La Exposición Internacional Zaragoza 2008 PORTADA EXPO 2008 25/9/09 13:41 Pgina 1 La Exposición Internacional Zaragoza 2008 Coordinadores Carlos Gómez Bahillo Jaime Sanaú Villarroya Equipo: Universidad de Zaragoza Eva Ezquerro Villarroya Luis Pérez y Pérez Isabel Sanz Villarroya Gómez Bahillo, Carlos Sanaú Villarroya, Jaime La Exposición Internacional Zaragoza 2008/ Carlos Gómez Bahillo. Jaime Sanaú Villarroya... [et al.]– Zaragoza: Consejo Económico y Social de Aragón, 2009. – 200 p.: il.; map. y gráf.; 24 cm. - Incluye índices general, de siglas y anexos CONSEJO ECONÓMICO Y SOCIAL DE ARAGÓN COLECCIÓN INFORMES La reproducción de esta publicación está permitida citando su procedencia. © CONSEJO ECONÓMICO Y SOCIAL DE ARAGÓN Foto portada: Mario Ayguavives Fotos interior cedidas por: Expoagua Zaragoza 2008 Planos cedidos por: Ayuntamiento de Zaragoza Expoagua Zaragoza 2008 Derechos reservados conforme a la Ley. Edita: CONSEJO ECONÓMICO Y SOCIAL DE ARAGÓN C/ Joaquín Costa, 18 1ª planta. 50071 Zaragoza. España Teléfono: 976 71 38 38 – Fax: 976 71 38 41 E-mail: [email protected] Información Internet: http://www.aragon.es/ ISSN: 1134-9034 D.L.: Z-3178-2007 Impresión: INO Reproducciones S.A. ÍNDICE GENERAL 1. Introducción ................................................................................................................... 9 2. Antecedentes, proyecto y desarrollo de la Expo ....................................................... 17 2.1. La Exposición Hispano-Francesa de 1908: un referente ............................................. 19 2.2. Antecedentes inmediatos ........................................................................................... 23 2.3. El proyecto Expo ........................................................................................................ 25 2.4. Desarrollo de la Expo .................................................................................................. 28 3. La Expo como dinamizadora de la Zaragoza del siglo XXI ....................................... 31 3.1. Plan Riberas ............................................................................................................... 36 3.2. Infraestructuras y comunicación ................................................................................. 41 3.2.1. Red arterial de carreteras .................................................................................. 41 3.2.2. Estación Zaragoza Delicias y estación central de autobuses ............................. 43 3.2.3. Aeropuerto ....................................................................................................... 44 3.2.4. Ferrocarril de cercanías ..................................................................................... 45 3.2.5. Estación Ave-Zaragoza-Plaza ........................................................................... 45 3.2.6. Infraestructuras complementarias de transportes y comunicación .................... 45 3.3. Edificios e infraestructuras urbanas ............................................................................. 46 3.3.1. Edificios emblemáticos e identitarios de la Expo ............................................... 46 3.3.2. Reconversión y adecuación de usos de los espacios y equipamiento del recinto . 50 3.3.3. Renovación y mejora del espacio urbano .......................................................... 51 3.4. Nuevos servicios públicos al ciudadano ...................................................................... 53 3.5. Impacto en las actividades comerciales y de transporte .............................................. 53 3.6. Impacto en la oferta hotelera y de otros alojamientos .................................................. 54 3.6.1. Alojamientos de la Expo ................................................................................... 55 3.6.2. Nuevos establecimientos hoteleros ................................................................... 56 3.6.3. Camping .......................................................................................................... 56 3.7. La Expo y su contribución al desarrollo de la ciudad ................................................... 56 4. Impacto cultural de la Expo ......................................................................................... 57 4.1. El mensaje de la Expo ................................................................................................. 59 4.2. Actividades culturales ................................................................................................. 74 4.3. Equipamientos culturales de la ciudad a raíz de la Expo ............................................. 78 4.4. Otros equipamientos culturales de la ciudad ............................................................... 78 6 La Exposición Internacional Zaragoza 2008 4.5. Otras actividades culturales realizadas en la ciudad de Zaragoza durante la celebración de la Expo ............................................................................................ 79 5. Impacto social y ciudadano de la Expo ....................................................................... 81 5.1. La participación institucional y ciudadana ................................................................... 84 5.1.1. Participación de los agentes sociales ................................................................ 84 5.1.2. Sector empresarial. Patrocinadores de la Expo ................................................. 91 5.1.3. Organizaciones sindicales ................................................................................. 96 5.1.4. Participación de voluntariado ............................................................................ 100 5.1.5. Organizaciones no gubernamentales ................................................................ 102 5.1.6. Participación ciudadana ................................................................................... 104 5.2. La Expo en los medios de comunicación .................................................................... 105 5.2.1. Impacto informativo en los medios de comunicación ........................................ 105 5.2.2. Promoción y marketing de Expo Zaragoza 2008 .............................................. 105 5.2.3. Eficacia de las campañas publicitarias .............................................................. 105 5.3. Visitantes de la Expo ................................................................................................... 107 5.4. Evaluación y valoración de la Expo por los visitantes ................................................... 109 5.4.1. Características y tipología de visitantes ............................................................. 109 5.4.2. Preferencias de los visitantes ............................................................................ 113 5.4.3. Valoración de la muestra por los visitantes ........................................................ 113 5.5. La valoración de la Expo y su desarrollo por los zaragozanos ..................................... 117 5.5.1. Valoración global .............................................................................................. 117 5.5.2. Participación ..................................................................................................... 122 5.6. La valoración de la Expo y su desarrollo por los profesionales de los medios de comunicación ........................................................................................................ 123 5.7. Valoración de la Expo por los agentes sociales: organizaciones empresariales y sindicales ................................................................................................................. 125 5.8. Grado de consecución de los objetivos de la Expo ..................................................... 131 5.8.1. “Una nueva imagen de la ciudad” ..................................................................... 131 5.8.2. Mejora del diseño urbano ................................................................................. 133 5.8.3. Mejora de infraestructuras y equipamientos ...................................................... 134 5.8.4. Recuperación de las riberas y de los ríos y del canal imperial y su integración en el espacio urbano de la ciudad .................................................................... 135 5.9. Impacto del mensaje de la Expo entre instituciones y visitantes .................................. 136 5.9.1. Legado de la Expo ........................................................................................... 136 5.9.2. Oportunidades de la Expo ................................................................................ 139 6. Impactos a corto plazo de las inversiones efectuadas ............................................... 141 6.1. Estudios ex ante ......................................................................................................... 143 6.1.1. Efectos de la producción .................................................................................. 143 6.1.2. Efectos en el empleo ........................................................................................ 144 6.2. Estudios ex post ......................................................................................................... 146 6.2.1. Efectos en la producción .................................................................................. 146 6.2.2. Efectos en el empleo ........................................................................................ 148 Índice 7 7.
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