Gastrodiplomacia legitimación y credibilidad de la cultura a través de la gastronomía
The use of gastronomy as a form of relevance and attraction to the national image has become popular over time. The development of such soft power strategies has been of an organic nature, in recent years has seen a formalization by the States. The use of these tools by the State has brought attenti...
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| Format: | bachelorThesis |
| Jezik: | spa |
| Izdano: |
2017
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| Online dostop: | http://dspace.udla.edu.ec/handle/33000/7699 |
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Označite | Izvleček: | The use of gastronomy as a form of relevance and attraction to the national image has become popular over time. The development of such soft power strategies has been of an organic nature, in recent years has seen a formalization by the States. The use of these tools by the State has brought attention to the possibility of promoting the country abroad by exporting the culture from a formal position called gastrodiplomacy. Thus, the gastrodiplomacy as an international campaign to spread the traditional culture of a country is an opportunity to project abroad Due to the recent development of this type of campaigns the research and methodological guides of application are scarce and particularized to specific cases. The present research provides specific mechanisms to develop high levels of credibility, as well as gain legitimation in two essential elements in the gastrodiplomacy campaigns. The characteristic elements when being empowered give authenticity to the campaign and differentiate it from the others. In addition to being able to relate the campaign directly to the country of origin without there being distortions of the image of the country that wants to promote the campaign. The elements that are proposed in the present investigation are the continuous evaluation as a form of evaluation and re-adaptability, the cultural linkage as mechanism of differentiation highlighting the authentic characteristics and the standardization as a form of control and to guarantee a uniformity so to put emphasis in legitimizing the campaign and establishing a clear connection between the consumer and the campaign. The three elements are connected to contribute to the credibility and legitimacy of the campaign. The gastrodiplomacy campaign implementing these elements offers a clear and concise message and can be positioned at an international level. |
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