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Estrategias De Comunicación Para La Promoción Del Turismo De La Ciudad De Piedra, Provincia Pacajes Departamento De La Paz

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Estrategias De Comunicación Para La Promoción Del Turismo De La Ciudad De Piedra, Provincia Pacajes Departamento De La Paz ESTRATEGIAS DE COMUNICACIÓN PARA LA PROMOCIÓN DEL TURISMO DE LA CIUDAD DE PIEDRA, PROVINCIA PACAJES DEPARTAMENTO DE LA PAZ Tutor Lic. Carlos Víctor Ladino Boyán Postulante Sonia Olga Roque Quispe La Paz - Bolivia 2017 1 En memoria de mi Madre Emma Quispe de Roque, una mujer noble y luchadora. 2 DEDICATORIA A mi padre Rogelio Roque Tancara, “El Hombre Águila”, esforzado por la vida, por sus ideales, por el desarrollo de su querida Provincia Pacajes y por el bienestar de su familia. Al gran tesoro de mi vida, David, Gary y Eliud por su amor y apoyo de siempre, a mis hermanos Reina, Rolando, Roger y Erick. A mi tía Herminia Roca por toda su bondad. 3 AGRADECIMIENTO A nuestro Dios, el autor de la vida, por su infinito amor y misericordia. A todos quienes hicieron posible la realización de este sueño tan anhelado: Docentes de la Carrera de Comunicación Social por su enseñanza. A mi tutor Lic. Carlos Víctor Ladino Boyán, Al señor Nicolás Mamani Seis Auxiliar de nuestra carrera. A mis amigos por su valioso apoyo e impulso: Roberto Jiménez, Cesar Poma, Gonzalo Espejo y Ross Machaca. Quienes hicieron posible la melodía del proyecto: Esther Layme Flores por las bellas composiciones e interpretaciones, a las cantantes Herminia Cusi Ortiz y Eliza Chambi Marca por su participación en los jingles y radiodramas en idioma Aymara y al grupo Inspira Sion, Jean Gabriel Tangara y Edgar Baltazar por la apreciable instrumentación y arreglos musicales. Al Lic. Johnny Mansilla, voz latinoamericana que día a día comunica esperanza. 4 RESUMEN El presente proyecto de grado constituye una propuesta para el diseño de estrategias de comunicación para la promoción del turismo de la Ciudad de Piedra en el municipio autónomo de Calacoto de la provincia Pacajes del departamento de La Paz. El proyecto es para motivar la actividad turística en este inmenso roquedal creado por la naturaleza y que presenta infinidad de paisajes de piedra, llenos de encantos e historia de la nación aymara Paka Jaqis y que aún no son conocidos por turistas nacionales y extranjeros. Los aspectos que se identifican en la problemática a ser respondidos mediante el diseño y posterior implementación del proyecto, están vinculados a la no existencia de estrategias de comunicación que permita la promoción de la ruta turística que conduce a la Estancia de Muro Amaya el Corazón de la Ciudad de Piedra, esto porque no se realizaron acciones concretas que permitan el desarrollo del turismo y la mejora de la calidad de vida de sus habitantes. El objetivo general del proyecto es diseñar estrategias de comunicación para la promoción del turismo en la Ciudad de Piedra, a través de un conjunto de actividades comunicacionales para motivar el emprendimiento turístico de los pobladores y residentes de esta Estancia. Posterior a la sensibilización de la población, se realizan otras tareas comunicacionales dirigidas a los turistas nacionales y extranjeros para promocionar el centro arqueológico de la Ciudad de Piedra. La propuesta se implementa en una prueba piloto que ha permitido lograr los objetivos mencionados, logrando la visita de 60 personas a la Ciudad de Piedra, para lo cual la sostenibilidad dependerá del modo de cómo se logre articular entre la actividad turística con los actores de la comunidad y con la futura Asociación Comunitaria de Turismo de la Ciudad de Piedra que cumplirá el rol de operador del circuito. 5 SUMMARY This project is a proposal for designing communication strategies to promote tourism in the City of Stone in the autonomous municipality of Calacoto Pacajes province in the region of La Paz. It was carried out to encourage tourism in this immense rocky place created by nature and having countless stone landscapes filled with charms and history of the Aymara nation Paka Jaqis and it has not been known or visited by the domestic and foreigners yet. The identified issues in the problem to be answered by the design and subsequent implementation of the project, are linked to the absence of communication strategies that allow the promotion of the tourist route leading to the Estancia de Muro Amaya's Heart Stone Town, this is because concrete actions to tourism development and quality improving of life of its inhabitants were not performed. The overall project objective is to design communicative strategies to promote tourism in the City of Stone, through a set of communicative activities to encourage tourism of the villagers and residents of this place. After the awareness of the population, other communicative tasks aimed at domestic and foreign tourists to promote the archaeological site of Stone Town are carried out. The proposal was implemented on a pilot that allowed to achieve the objectives, reaching 60 people to visit the City of Stone, for which sustainability will depend on the way how to join activities between tourism community actors and the future Community Tourism Association Stone Town to fulfill the role of operator circuit. 6 Í N D I C E INTRODUCCIÓN………………………………………………………………. 1 CAPÍTULO I PLANTEAMIENTO DE LA PROBLEMÁTICA…………………………..... 6 1. Antecedentes……………………………………………………………… 6 1.1 Planteamiento del Problema……………………………….…………….. 8 1.2. Justificación……………………………………………………………… 9 1.3. Objetivos de Investigación……………………………………………… 10 1.3.1. Objetivo General…………………………………………………. 10 1.3.2. Objetivo Específicos…….………………………………………. 10 1.4. Enfoque metodológico utilizado………………………………………… 10 1.5. Localización……………………………………………………………… 11 1.6. Beneficiarios……………………………………………………………… 12 CAPÍTULO II MARCO TEÓRICO………………………….…………………..…………...... 14 2. El Flujo Turismo en Bolivia…………………………………….. 16 2.1. El Turismo en el Municipio de Calacoto………………………….. 19 2.2. El Turismo Internacional………………………………………………… 21 2.3. El Turismo y el Estado Boliviano………………………………………. 22 2.4. Turismo Alternativo…………………………………………………….. 24 2.4.1. El Ecoturismo………………….………………………………… 25 2.4.2. El Turismo de Aventura………………………………………… 29 2.4.3. Turismo Rural……………………………………...................... 29 2.5. Estrategias de Comunicación……………………………………………. 31 2.5.1. Definición de Estrategia…………………………………………. 31 2.5.2. Definición de Estrategias de Comunicación……………………. 33 2.5.3. Seis Aproximaciones de La Estrategia de Comunicación…………………………............. 35 2.5.4. Comunicación: La Palabra, El Fenómeno, La Teoría.………………………………………… 36 2.6. Breve Reseña Histórica de los Pacajes…………………………………… 39 2.6.1. Breve Descripción Territorial Durante la Época Colonial y Republicana……..……………………………………. 42 7 CAPÍTULO III MARCO REFERENCIAL……………………………………………………… 46 3. Visión……………………………………………………………. 47 3.1 Misión……………………………………………………………. 47 3.2. Principios………………………………………………………… 47 3.3. Objetivos Generales……………………………………………… 50 3.4. Aspectos de la Organización…………………………………….. 51 CAPÍTULO IV DIAGNÓSTICO…………………………………………………………. …….. 56 4. Observación Participante de la Ruta Turística…………………. 55 4.1.1. Comanche………………………………………………… 56 4.1.2. Corocoro…………………………………………………. 56 4.1.3. General Pando……………………………………………. 56 4.1.4. Puente Concordia………………………………………… 57 4.1.5. Calacoto………………………………………………….. 58 4.1.6. Visachata Zapato del Gigante o Huella de Jesús……….. 58 4.1.7. Rosario…………………………………………………… 58 4.1.8. Fortaleza del Jach´a Pahaza Rosario……………………. 59 4.1.9. Ciudad de Piedra………………………………………… 59 4.1.10. Waña Chía Ciudad de Piedra…………………………… 60 4.2. Sistematización de los Atractivos Turísticos…………………... 60 4.2.1. Muro Amaya el Corazón de la Ciudad de Piedra………. 61 4.2.2. Nasaya…………………………………………………… 62 4.2.3. Condoriri………………………………………………… 63 4.2.4. Tarutani………………………………………………… 63 4.3. Aplicación de la Entrevista…………………………………….. 64 4.4. Aplicación de la Encuesta……………………………………… 64 4.5. F.O.D.A…………………………………………………………… 85 4.5.1. Análisis F.O.D.A.………………………………………… 86 CAPÍTULO V DESARROLLO DE LA PROPUESTA………………………………………. 88 5. Estrategia de Comunicación Para La Promoción del Turismo del Corazón de la Ciudad de Piedra……………………. 88 8 5.1. Productos Comunicacionales Público Interno………………….…….. 89 5.1.2. Radio Drama Público Interno…………………………………… 89 5.1.3. Jingle de Radio Público Interno………..………………………... 90 5.1.4. Eje Temático Público Interno Radiodramas…………………….. 90 5.1.5. Eje Temático Público Interno Jingles de Radio…………………. 90 5.1.6. Fichas Técnicas Público Interno………………………………… 91 5.1.7. Ficha Técnica Radiodrama Nº 1………………………………… 91 5.1.8. Ficha Técnica Radiodrama Nº 2………………………………… 91 5.1.9. Ficha Técnica Jingle de Radio Nº 1…………………………….. 91 5.1.10. Ficha Técnica Jingle de Radio Nº 2…………………………….. 92 5.1.11. Guión Literario Público Interno…………………………………. 92 5.1.12. Radiodrama Nº 1 Unitario En Idioma Aymara Nuestras Riquezas..…………………………………………. 92 5.1.13. Traducción del Radiodrama Nº 1 al idioma castellano…………… 93 5.1.14. Radiodrama Nº 2 Unitario En Idioma Aymara Conociendo el turismo…………………………………………… 94 5.1.15. Traducción del Radiodrama Nº 2 al idioma castellano………… 95 5.1.16. Guión Jingle Hermanos de Muro Amaya en Idioma Castellano y Aymara “Únamos a nuestro Pueblo”………. 95 5.1.17. Guión Jingle Hermanos de Muro Amaya en Idioma Castellano y Aymara “Hermanos de Muro Amaya”…… 96 5.2. Productos Comunicacionales Público Externo………………….. 97 5.2.1. Video Promocional……………………………………………… 97 5.2.2. Spot de Televisión………………………………………………. 97 5.2.3. Eje Temático Público Externo jingle de radio………………….. 98 5.2.4. Eje Temático Público Externo spot TV………………………… 98 5.2.5. Eje Temático Público Externo videos de televisión……………. 98 5.2.6. Fichas Técnicas Público Externo………………………………. 99 5.2.7. Ficha Técnica Jingle de Radio…………………………………. 99 5.2.8. Ficha Técnica Spot de Televisión……………………………… 99 5.2.9. Ficha
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