Bibliographic citations
Rodriguez, M., (2023). El rebranding en el Museo Catedral de Lima y las percepciones de
universitarios de Turismo de la UPC. [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673791
Rodriguez, M., El rebranding en el Museo Catedral de Lima y las percepciones de
universitarios de Turismo de la UPC. [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/673791
@misc{renati/417390,
title = "El rebranding en el Museo Catedral de Lima y las percepciones de
universitarios de Turismo de la UPC.",
author = "Rodriguez Calmet, Maria Fernanda",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
Over the years, the Cathedral Museum of Lima has undergone different transformations, implementing a new communication strategy, such as brand rebranding. The main objective was to analyze how the rebranding of the Cathedral Museum of Lima contributes to the formation of brand bonds in the university students of the last cycles of the Hotel and Tourism career of the UPC. For this purpose, an interpretative paradigm was developed, with a methodology of referential character, of qualitative approach that involves a (bibliographic synthesis), applying a semi-structured interview empirical instrument applied to a sample of 15 university students of Tourism, data that will be shown in an interpretative way, without involving a numerical statistical analysis. The results show the students' acceptance of the rebranding, identifying that they feel identified with a space to which they belong, which generates a positive perspective in them, promoting their museum experience and motivating them in their desire to visit a public environment that makes them feel that they are part of it. It is concluded that the rebranding of the museum contributes positively in the formation of brand bonds of these university students, so it is essential to continue promoting with advertising the tourist attraction, causing these students not only to feel part of the Catholic community, but also for Peruvian and foreign visitors to feel that they are part of it.
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