Plan estratégico comunicacional para fortalecer la imagen corporativa del Museo de Arqueología, Antropología e Historia en estudiantes UNT – 2022
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Date
2024
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Universidad Nacional de Trujillo
Abstract
La investigación que se presentará a continuación busca demostrar que es posible fortalecer la imagen corporativa del Museo de Arqueología, Antropología e Historia de la Universidad Nacional de Trujillo, en los estudiantes de VIII ciclo de la escuela profesional de turismo; a través del desarrollo de un plan estratégico comunicacional. Este estudio tiene un diseño experimental de tipo pre experimental. Los métodos que se emplearon fueron lógico-deductivo, lógico-inductivo y estadístico. La población muestral estuvo conformada por los 33 estudiantes de VIII ciclo de la escuela profesional de turismo de la Universidad Nacional de Trujillo; a quienes se les aplicó un cuestionario como instrumento de recolección de datos y post test, una guía de entrevista y una guía de animación para focus froup, los mismos que fueron elaborados por los autores de la investigación y validados por un experto en relaciones públicas y comunicaciones. Se obtuvo tendencias de cambio positivas, sobre todo en la variable de imagen corporativa, en donde se consiguieron 2188 puntos en el post test aplicado, superando a los 1395 puntos del pre test. Además, dicho cambio se sustenta en la aplicación de la T de student a ambos test, en la cual se obtuvo que t=-9,297, siendo el P de uno y dos factores menor al decimal indicado (p<0,001) confirmándose así la hipótesis planteada por los investigadores. Se concluye que la aplicación del plan estratégico comunicacional fortalece significativamente a la imagen corporativa del Museo de Arqueología, Antropología e Historia de la Universidad Nacional de Trujillo.
The research that will be presented below seeks to demonstrate that it is possible to strengthen the corporate image of the Museum of Archaeology, Anthropology and History of the National University of Trujillo in the students of eighth cycle of the professional school of Tourism by developing a strategic communication plan. This study has a pre-experimental design. The methods used were logical-deductive, logical-inductive and statistical. The sample population was made up of the 33 students of eighth cycle of the professional school of Tourism; to whom a questionnaire was applied as an instrument of data collection and Post-test, an interview guide and an animation guide for Focus Group, all of them were prepared by the authors of the research and validated by an expert in public relations and communications. Positive trends of change were obtained, especially in the corporate image variable, where 2188 points were achieved in the post-test applied, surpassing the 1395 points of the pre-test. Moreover, this change is supported by the application of the Student's t-distribution to both tests, in which it was obtained that t=-9.297, with the P of one and two factors being less than the indicated decimal (p <0.001), thus confirming the hypothesis posed by the researchers. To conclude, the application of the strategic communication plan significantly strengthens the corporate image of the Museum of Archeology, Anthropology and History of the National University of Trujillo.
The research that will be presented below seeks to demonstrate that it is possible to strengthen the corporate image of the Museum of Archaeology, Anthropology and History of the National University of Trujillo in the students of eighth cycle of the professional school of Tourism by developing a strategic communication plan. This study has a pre-experimental design. The methods used were logical-deductive, logical-inductive and statistical. The sample population was made up of the 33 students of eighth cycle of the professional school of Tourism; to whom a questionnaire was applied as an instrument of data collection and Post-test, an interview guide and an animation guide for Focus Group, all of them were prepared by the authors of the research and validated by an expert in public relations and communications. Positive trends of change were obtained, especially in the corporate image variable, where 2188 points were achieved in the post-test applied, surpassing the 1395 points of the pre-test. Moreover, this change is supported by the application of the Student's t-distribution to both tests, in which it was obtained that t=-9.297, with the P of one and two factors being less than the indicated decimal (p <0.001), thus confirming the hypothesis posed by the researchers. To conclude, the application of the strategic communication plan significantly strengthens the corporate image of the Museum of Archeology, Anthropology and History of the National University of Trujillo.
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Keywords
Comunicación, Planificación de la comunicación, Planificación estratégica