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.2022.20.023Palavras-chave:
Instituciones culturales, Visitantes, Marcas, Atractivo cultural, Puebla, MéxicoResumo
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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Copyright (c) 2021 Mtra. Tere Itzel Alva Juárez, Dr. Héctor Hugo Pérez Villarreal, Dra. Judith Cavazos Arroyo, Mtro. Pedro Arturo Flores Gómez
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