Sistema Regional de Información
en línea para Revistas Científicas de América Latina,
el Caribe, España y Portugal

El presente estudio corresponde a la evaluación de las habilidades y competencias actitudinales del gestor de marca en el posicionamiento de la empresa. En la actualidad debido al entorno competitivo las empresas se ven obligadas en determinar una característica diferenciadora basa en la marca, la cual se convierte en una promesa de experiencia única, debido a la necesidad de crear una ventaja competitiva sostenible, por lo tanto, las empresas deben tener un competente gestor de marca, que permita fortalecer el posicionamiento de la misma, mediante un concepto único, esto debe ir asociado a las características diferenciadoras del producto o servicio que ofrece la firma. Para la obtención de información se realizó una investigación exploratoria mediante encuestas a gestores de marcas de la provincia de Santa Elena, así como entrevistas a expertos. En el presente trabajo se identifica la necesidad de emplear un adecuado proceso de gestión de marca que permite a las organizaciones determinar estrategias de competitividad sostenible, y por ende crear una diferenciación basada en experiencias.

The Joint Venture is a contract model used by several national or international companies, this type of contract is executed by two or more companies with the purpose of entering a new market or with the objective of developing a different activity, which will be executed in a certain time.The aim is to sign these agreements through the Contractual Joint Venture, carried out by all types of companies, various multinationals and conglomerates, which are determined to obtain the highest possible profits from this union or association. This article pursues an approach, whose main objective is to publicize what are the general principles that define the correct application of the Joint Venture Contract, determining legal aspects and the relevance for the development of international trade. In addition, it is intended to highlight the transcendental contractual aspects that allow the birth to the legal life of the contract as a set of rights and obligations that each of the parties acquires, by virtue of the use of their autonomy from the international commercial will, giving a look at applicable law to the referred contract.

In this project, a gamified mediation strategy is proposed for the enhancement of the industrial heritage of Colonia Güell through the Street Escape tool. The general objectives are the conceptualization and design of a mediation strategy and its subsequent evaluation, as well as the analysis of the results obtained. In order to achieve these objectives, an investigation was developed that has as key points the gamification in heritage spaces and the Escape Room tourism. The qualitative methodology used has been a case study that has had the techniques of participant observation and focus group to collect information and behaviors from the ten participants in the game. The Street Escape has been done with two groups, one representing the teenage public and the other representing the youth public, since the tourist and didactic offer of Colonia Güell is insufficient to respond to the needs of young public. Afterwards, the conceptualization, design and evaluation of the Street Escape in Colonia Güell has been carried out. Finally, the results obtained show that the creation of a gamified mediation strategy helps to bring industrial heritage closer to young people. 

Currently, many are the phenomena that occur around intangible cultural heritage (ICH), related to its politics and legacy. With a critical analysis perspective, this article aims to describe the processes of patrimonialisation, commodification, and touristification of ICH, especially of the Guatemalan Mayan fabrics. The ongoing movement of Guatemalan weavers to protect and vindicate the cultural value of this art brings to light the role of different actors that intervene in intangible cultural heritage and, of greater relevance, indigenous communities. The following analysis framework on the diverse conceptualisations of heritage, authenticity, commodification and touristification allows for a deeper understanding of the Mayan weavers’ situation. The methodology used in this article consists on a case study, through which the following main conclusions arise: the lack of protection of ICH of this case study given the complex definitions and categorisations; the need to identify the consequences of commodification and touristification of ancestral tapestries, highlighting the importance of tourism management from the communities; and, finally, the key role of women as transmitters and protectors of ICH, who have headed a process of movement and empowerment.

This study aimed to assess the determinants of ICT usage at UNESCO World Heritage Sites in Tanzania. Data for this study were collected from August 2017 to February 2018 from 238 World Heritage Site decision-makers. The study stratified these respondents into three strata based on UNESCO’s categorization of WHSs type (nature, mixed, and culture). Systematic random sampling was then used to select respondents from each stratum according to their ratio in the population. Descriptive statistics examined the kurtosis and skewness indices of the output. Testing of the hypotheses involved structural equation modeling (SEM) analysis techniques. The results indicated that WHSs decision-makers would increasingly use ICT when they perceive a relative advantage (PR) and a higher level of perceived less complexity (PCL). Moreover, a higher level of ICT support infrastructures (INF) and support skills (SS) would result in a greater level of ICT usage. Lastly, a higher level of perceived competitive pressure (PCP) and perceived pressure from customers (PPC) would result in a greater level of ICT usage.Only one variable, perceived compatibility, did not have a statistical significant relationship on ICT usage and determine to be an insignificant factor that can influence ICT usage at WHSs. A significant contribution is that the study contributes to expanding the knowledge base of the use of ICT technologies in the tourism industry. The study could be used to develop more robust models concerning ICT determinant factors, not only to WHSs but to other tourism sectors such as training institutions, hotels, ICT vendors, consultants, and the government in Tanzania.

Within the scope of the evolution of technologies, there are more and more heritage and cultural spaces that include in their dissemination and mediation technological tools, specifically and significantly, those catalogued as digital tools. This study takes into account heritage spaces that have permanently included digital tools as mediation resources in archaeological spaces. To this end, the case of the archaeological site of Empúries, Catalonia, has been taken as an example, where an evaluation of these digital tools has been carried out based on their capacity to create and transmit knowledge to users, on the understanding of the material remains present in the site and on the satisfaction generated by these tools. This research is of an exploratory nature and has been carried out using a qualitative methodology. The aim is to establish to what extent the technological or digital tools (specifically, the audio guide and Virtual Reality) help to understand the material remains present in the archaeological site, and the extent to which the digital tools chosen in the mediation of the heritage encourage interaction between visitor and environment is analysed. The results show that it is not possible to say that digital tools significantly increase visitor satisfaction, since the average response of all visitors, regardless of the visit made, is positive.

In 2000, UNESCO included a linear cultural landscape along a 200 kilometre stretch in the middle reaches of the Loire Valley, between Sully-sur-Loire and Chalonnes-sur-Loire. The management of this extensive cultural landscape is exemplary, innovative but also complicated. The aim of this article is to explore the challenges faced and strategies adopted by the Loire Valley as a World Heritage Site in the development of tourism. Quantitative and qualitative data were both used to enhance the depth and breadth of analysis. The work presented refers to three sources of data. The findings reveal that tourism development in the Loire Valley has some challengers, such as short stays of tourists, slow growth in tourist numbers, uneven visitor numbers between castles, and the blurred role of World Heritage status in destination image. However, three different aspects of strategies have been applied by the authorities to enhance tourism development, including governance and marketing, attraction development and activation, as well as synergies of local communities.

Virtual reality offers unprecedented opportunities for creating cultural tourism experiences that tell visitors emotionally engaging stories about the past.  This paper focuses onthe latest frontier of immersive storytelling rivalling feature films, cinematic virtual reality, which can immerse users into 360-degree films making them feel like living the story. Through a qualitative analysis of five projects, this paper explores how this new media form has been applied for cultural heritage storytelling and analyses the reactions of users to the historyliving experiences with an emphasis on their emotional responses. Based on the findings of the analysis, implications are discussed for the design of VR experiences in cultural tourism.

This essay-style article, aims to clarify some of the concepts with which the slow movement is expressed in the field of tourism, as well as to introduce some of the debates it has generated: the potentialities of its association with a process of revaluation of local gastronomy, the motivations of the slow tourist and, finally, the opportunities, but also contradictions and limitations of a proposal of this type to transform tourism in an emancipatory sense.

Argentinian Slovenians online: representation and re-territorialized senses of Slovenianess among Facebook groups of Slovenians in Argentina The aim of this article is to present an anthropological inquiry about the uses of the social media Facebook in the different social memory and identity configurations among the Slovenian descendants in Argentina. Facebook groups became a useful platform to gather Slovenian migrants and descendants of migrants from different migrations flows to Argentina in a context of globalisation and local association weakening. I explore which role the social media Facebook plays in identity and social memory processes and which representations, experiences and -memory/ideological- senses are produced and shared on the walls of the Facebook groups, finding that some offline community divisions and representations of the Slovenianess are still to be found in the online environment. I stress that Facebook groups, not only imply a communication tool, but also a virtual place that mediates the need of the actors to configure their self-identity and belonging to an imagined community linked to the land of their ancestors.