Posicionamiento de los atributos de marca en los museos universitarios de la ciudad de Puebla, México en función de su atractivo cultural
DOI:
https://doi.org/10.25145/j.pasos.2022.20.023Palabras clave:
Instituciones culturales, Visitantes, Marcas, Atractivo cultural, Puebla, MéxicoResumen
Actualmente entre los problemas que aquejan a los museos en México se encuentran: la necesidad de incrementar visitantes, crear nuevos públicos, aumentar los ingresos públicos y privados, optimizar sus modelos de gestión, establecer nuevos lenguajes frente a la competencia y adecuarse a las nuevas tecnologías. Debido a esto, el presente estudio analiza la valoración dada por los visitantes de cuatro museos pertenecientes a universidades en la ciudad de Puebla, en México, en términos de su atracción. Para ello, se realizó una investigación cuantitativa descriptiva, a partir de 1400 encuestas válidas, siendo recolectadas 385 por cada recinto, a través de un muestreo individual por cuotas. Como resultado se destaca potenciar los atributos por los que estas instituciones son preferidas, en función del conocimiento de marca: “organizado”, “placentero”, “agradable” y “jovial”. Asimismo, se sugiere la cooperación entre dichos museos para generar acciones estratégicas que permitan incrementar la afluencia en estos espacios.
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Derechos de autor 2021 Mtra. Tere Itzel Alva Juárez, Dr. Héctor Hugo Pérez Villarreal, Dra. Judith Cavazos Arroyo, Mtro. Pedro Arturo Flores Gómez
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
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