Fortalecimiento de la imagen del Museo de la Música Salvador Zaragocín como un ente cultural a través de estrategias de comunicación integral

Abstract

Abstract: Museums around the world keep a living and rich history of what has happened in each city or country, allowing them to be increasingly visited and valued. However, in Ecuador, in recent years these have lost value and prominence, which makes it understood that more prominence and importance should be given to the history that is deposited in each of them. In this sense, under the present work the current situation of the Salvador Zaragocín Music Museum of the city of Loja is analyzed, later, a proposal is made through a comprehensive communication plan through strategies that allow strengthening, making visible and positioning its image and brand. For this, a mixed methodology was used, through surveys and semi-structured interviews, giving as a result that the current state of the Cultural Center is evident that its positioning and visibility is not the best within the young community of the city, therefore, this public does not know where it is located and does not know of its existence.