Correlation between cultural outreach strategies and identity sustainability of community tourism
DOI:
https://doi.org/10.62452/djy1tk18Keywords:
Community tourism, cultural control, cultural hybridization, identity sustainabilityAbstract
The research seeks to establish the empirical correlation between effectiveness of cultural communication strategies and identity preservation in Ecuadorian community tourism through quantitative measurement instruments, methodology: Cross-sectional correlational design implemented in three emblematic cases: Agua Blanca (Coast), Saraguro (Highlands), and Napo Kichwa (Amazon). The IEED-ISC system was constructed based on Bonfil Batalla's cultural control theories and García Canclini's hybridization processes, sample of participants selected through stratified sampling, complemented by interviews and participant observation, results: The IEED-ISC system demonstrated appropriate psychometric properties, significant correlations were identified between cultural dissemination strategies and identity sustainability, multiple regression revealed that five dimensions explain most of the variance, with autonomy in communication management as the strongest predictor, followed by cultural fidelity and intercultural dialogue, comparative analysis identified differentiated patterns: Saraguro excelled in cultural fidelity, Agua Blanca in cultural innovation, and Napo Kichwa in autonomy of cultural change, conclusions: The research empirically suggests that it is possible to develop cultural dissemination strategies that simultaneously contribute to tourist attraction and identity preservation when communities maintain communication control. Findings quantitatively validate theoretical frameworks of cultural control, evidencing that communities exercise effective agency over cultural outcomes of community tourism.
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