Citas bibligráficas
Rodriguez, R., Tarazona, M. (2024). Plan estratégico comunicacional para fortalecer la imagen corporativa del Museo de Arqueología, Antropología e Historia en estudiantes UNT – 2022 [Universidad Nacional de Trujillo]. https://hdl.handle.net/20.500.14414/20972
Rodriguez, R., Tarazona, M. Plan estratégico comunicacional para fortalecer la imagen corporativa del Museo de Arqueología, Antropología e Historia en estudiantes UNT – 2022 []. PE: Universidad Nacional de Trujillo; 2024. https://hdl.handle.net/20.500.14414/20972
@misc{renati/1050324,
title = "Plan estratégico comunicacional para fortalecer la imagen corporativa del Museo de Arqueología, Antropología e Historia en estudiantes UNT – 2022",
author = "Tarazona Del Carpio, Maríafernanda",
publisher = "Universidad Nacional de Trujillo",
year = "2024"
}
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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