Propuesta de comunicación digital para la comercialización de artesanías ecuatorianas

Abstract

In this research we propose the creation of a digital communication strategy that allows the exhibition of Ecuadorian handicrafts in the international market, the methodology used in this research is of a quantitative approach and the statistical, deductive and analytical method was handled, the results have been validated with bibliographic research. The main target group to carry out this research are foreigners who visited Ecuador and those who are in their countries of residence. Among the most relevant results, it is identified that there is a potential interest in Ecuadorian handicrafts, especially in garments made with leather as the foremost option for buying foreigners. Regarding the conclusions, the creation of a digital channel is proposed along with an international positioning strategy to fulfill the premise of making Ecuadorian handicrafts visible and commercialized in digital environments.