Gestión turística comunitaria del comercio de artesanías en bajo de la palma.

Abstract

The present research project aims to identify community tourism management strategies that can improve the promotion and development of the craft trade in Bajo de la Palma. To achieve this objective, a mixed methodological approach was used, combining qualitative and quantitative techniques, such as data collection through interviews with 100% of the community's artisans, the use of a technical sheet, SWOT analysis, and descriptive statistics. The results obtained indicate that the community's artisans, mostly cabinetmakers with basic education, are dedicated to both the production and marketing of their products, using materials such as straw, tagua, and wood. The proposed tourism management and marketing strategies include the promotion of products through fairs, social networks, and workshops; the protection of cultural heritage; the improvement of the workforce; the development of local tourism; the implementation of new technologies and machinery, as well as a greater variety of products and prices, all with the aim of improving the trade of crafts and contributing to the tourist development of the community. Finally demonstrating that, through the implementation of strategies focused on promotion, marketing, and the strengthening of human and material resources, market access can be improved, demand for craft products can be increased, and the socioeconomic development of the commune can be favored.