Diseño de industrias culturales a partir de la evaluación del patrimonio cultural para el aprovechamiento turístico del cantón Santiago de Píllaro, provincia de Tungurahua

Abstract

The present research proposes: designing cultural industries in the canton of Santiago de Pillaro, province of Tungurahua; using bibliographical and field research techniques. A cultural diagnosis was used that determined the current status of the intangible cultural heritage existing in the canton. Through a market study, the objective demand was calculated to whom the product will be directed, determining three market segments: demand that attends handicraft fairs, domestic and foreign tourists that participate in the Diablada de Pillaro and companies that market under criteria of innovation and value added for three types of products: handmade line (devil masks with silver coins, goblin lamps); wine line (jicama and mortiño wine) and cosmetics (avocado shampoo with rosemary or chamomile, avocado oil, avocado soap with roses, oats or spinach), all the products meet the minimum quality standards established for a cultural industry. The safeguard plan identifies 26 manifestations of which 3 are in the collective memory; for those vulnerable manifestations and in the collective memory 2 programs are structured and 4 projects focused on the conservation, revitalization and transmission of cultural knowledge. The cultural industry will be constituted as a solidarity economy company that allows associativity. In the financial area, it is profitable because it reaches a IRR of 16%, a NPV of $ 15,352.82 and a C/B ratio of 2.60.

Keywords: Cultural Heritage, Cultural Industry, Heritage Revitalization, Safeguarding.