Estrategias para la comercialización del sombrero de paja toquilla con valor cultura.

Abstract

Analyze the marketing strategies of the toquilla straw hat, an artisanal product with significant cultural value in Ecuador that deserves to be recognized and valued for its history and commitment; this study addresses the importance of preserving the tradition and craftsmanship involved in its production, as well as the opportunities and challenges that its commercialization faces in the global market. Aspects such as the history of artisans in production and marketing techniques are addressed, as well as the importance of establishing partnerships that allow better negotiation and access to markets. The thesis seeks to provide an integral framework that supports producers and traders in the valorization and sale of the toquilla straw hat, contributing to the eco-homical and cultural development of Ecuador; ensuring that this artisanal tradition continues to be a source of pride and sustenance for the communities involved.