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Sensory activities as part of a cultural tourism

route for the Festival de Artes Vivas de la

Ciudad de Loja (Living Arts Festival of the City

of Loja)

Las actividades sensoriales como parte de una ruta

turística cultural para el Festival de Artes Vivas de la

Ciudad de Loja

Gladys Alexandra Suárez-Jaramillo

Grace Melina Ortega-Barba*

Yesenia Alexandra Briceño Luzuriaga*

ABSTRACT

This work was carried out with the objective of

elaborating a proposal for a sensory tourism route of

art and culture for the FIAVL, based on a selection of

attractions under specific criteria of: availability,

accessibility, safety, in addition to their relationship

with the senses and how these senses are perceived

in an attraction by the tourist; this is how the

attractions that will act as the basis of this route were

chosen. Based on these, together with the

bibliographic review and the visitor's opinion or

demand, the sensory tourism activities were defined;

the second important factor for the route. With

these two factors, we proceeded to design the

"Sensory Route: Feel Loja", a cultural tourism route

that involves the five senses: sight, touch, smell, taste

and hearing. The attractions are related to activities

that stimulate these senses, and at the same time

allow the visitor to learn more about the history and

culture of the city of Loja. The methodology

proposed for this research work was of the

exploratory type, since no route of this type has been

carried out in the city, and it also has a quantitative

and qualitative approach. Bibliographic consultations

* Msc. Universidad Nacional de Loja, gladys.suarez@unl.edu.ec,

https://orcid.org/0000-0002-9550-3916,

* Msc. Universidad Nacional de Loja, grace.ortega@unl.edu.ec,

https://orcid.org/0009-0001-4503-6352

* Msc. Universidad Nacional de Loja, yesenia.briceno@unl.edu.ec,

https://orcid.org/0000-0002-1637-4491

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were carried out, survey of tourist attractions: data

sheet adapted to the methodology of the MINTUR

and technical data sheets of the INPC, data collection

through survey technique and Focus Group, among

others.

Keywords: Sensory - Tourism - Route - Heritage -

Loja

RESUMEN

El presente trabajo se realizó con el objetivo de

elaborar una propuesta de ruta turística sensorial de

arte y cultura para el FIAVL, en base a una selección

de atractivos bajo criterios específicos de:

disponibilidad, accesibilidad, seguridad, además de su

relación con los sentidos y como se perciben estos

sentidos en un atractivo por parte del turista; es así,

como se pudieron elegir los atractivos que actuarán

como base de esta ruta. A partir de los mismos, en

conjunto con revisión bibliográfica y opinión del

visitante o demanda, es que se definen las actividades

turísticas sensoriales; segundo factor importante

para la ruta. Al contar con estos 2 factores, se

procede al diseño de la “Ruta Sensorial: Siente Loja”,

una ruta turística de carácter cultural en donde están

involucrados los cinco sentidos como son: la vista, el

tacto, el olfato, el gusto y el oído. Los atractivos se

relacionan a actividades que estimulan estos sentidos,

y a la vez permiten hacer que el visitante conozca

más sobre la historia y cultura de la Ciudad de Loja.

La metodología planteada para el presente trabajo de

investigación fue del tipo exploratorio, ya que no se

ha realizado alguna ruta de este tipo en la ciudad,

además posee un enfoque cuantitativo y cualitativo.

Se realizo consultas bibliográficas, levantamiento de

atractivos turísticos: ficha adaptada a la metodología

del MINTUR y fichas técnicas del INPC, recolección

de datos mediante técnica de encuesta y Focus

Group, entre otros.

Palabras clave: Sensorial – Turismo – Ruta –

Patrimonio – Loja

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INTRODUCTION

Tourism is an activity that is constantly changing and evolving, the study of the company Trekk

Soft cited in the "Global Trends in Consumer Technology and Tourism Report 2019" cited by.

(MINTUR, 2019)The most demanded experiences are, among others: unique experiences,

where tourists want to be the first to explore exotic destinations, local experiences and

destinations that reflect a strong cultural heritage. It should also be noted the tourism trends as

a result of Covid-19; as the same company made the "Report tourism trends 2020/2021. In this

report regarding tours, activities and attractions, the "return of local and national tourism before

international tourism" is demonstrated; as well as the new companies dedicated to the market

of tours, activities and attractions have focused on new categories such as escape rooms, guided

experiences, cultural experiences, wellness activities and culinary experiences. (Treek Soft;

Arival , 2021). In Ecuador, tourism activity is very important; according to a study conducted

by the MINTUR tourism revenue in 2018 was USD 2,398.1 billion, representing 5.51%

contribution to GDP (MINTUR, 2019). And in relation to the realization of tourism through the

perception of cultural heritage, the report of the profile of foreign tourists made by MINTUR

shows that most of the tourists visiting Ecuador with a percentage of 58.9% are mainly interested

in performing cultural tourism (MINTUR, 2018).

Sensory tourism is aimed at that tourist who expects to get to know new authentic destinations,

in addition to connecting in an affective way with them, their enjoyment is based on interactive

sensory learning (Landeta, Váquez, & Ullauri, 2018).. In addition to this (Sotomayor, 2012)

expresses in his work ", that the more senses are stimulated in the tourist when in contact with

the destination or attraction the memory will be greater as well as the tourist experience.

The International Festival of Living Arts of Loja is an event in which artistic and cultural events

of great importance for the cultural identity of both Ecuador and the world are presented. In

this space the maximum representations of culture and heritage of different nationalities and

places are shown; including the cultural heritage of our city. The FIAV represents a strong

influence for the development of tourism in our town, according to data that show that during

the 10 days of the 4th edition of the FIAV there was an income of more than 1'200,000 dollars

and 500,000 attendees. (MINTUR, 2020). The problems that are sought to be solved through

the development of an art and culture route for the FIAV of the City of Loja is the fact that

according to the last report of the 4th edition of the FIAV the artistic category with the highest

preference in both the IN and OFF Festival was the theater, activities such as dance and music

had low percentages ranging from 5.7% to 13.8%. (UTPL, 2019)This means that the cultural and

artistic heritage of the city of Loja is not being represented in its majority during the FIAV.

Some works related to the creation of cultural tourism routes have been taken as a basis, such

as the one by (Arredondo, Hernández, & Mendoza, 2013) and their work "Propuesta para el

diseño de rutas turísticas culturales: El caso del sur del estado de Jalisco, México" (Proposal for

the design of cultural tourism routes: The case of southern Jalisco, Mexico); work from which

the route design methodology was modified and adapted, in conjunction with the work of

(Villadiego, 2013). In addition, works related to routes and sensory experiences such as:

(Landeta, Váquez, & Ullauri, 2018) and their work: "Sensory tourism and agrotourism: An

approach to the rural world and its ancestral knowledge"; research work that was very useful

because it was developed in Ecuador, in the province of Santa Elena; in addition, international

works such as that of (Van Hoven, 2011) and his work "Multi-sensory tourism in the Great Bear

Rainforest"; among others.

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The research work will be justified with the development of the research, through the proposal

of the sensory tourist route of art and culture that will allow proposing a tour different from

the usual and traditional, in order to diversify the offer known as part of the festival. Through

the development of objectives such as: the selection of cultural tourist attractions to be

considered for the elaboration of the route, the definition of the sensory tourist activities to be

carried out from the selected cultural tourist attractions and the design of the sensory tourist

route of art and culture of the city of Loja.

The scope of this research is to design and establish the proposal of a sensory tourist route, in

which the cultural tourist attractions of our city are highlighted. Likewise, some limitations

should be emphasized, such as: the time factor, restrictions due to Covid-19, as well as outdated

information for the realization of some objectives.

MATERIALS AND METHODS

The present research was of an exploratory nature, since, as is based on (Ramos,

Timotea, Cevallos, & Carolina, 2020) exploratory research is that which is carried out

on a topic or object that is unknown or little studied, so that its results constitute an

approximate vision of said object, that is, a superficial level of knowledge. In addition,

the descriptive research technique was used, in which properties, characteristics and

profiles of people involved in the research are specified. In addition, information was

collected that helped to demarcate the space of the study, i.e. the social environment in

which the project is carried out, by means of a documentary review. In the development

of this research, mixed tools were used, since both quantitative and qualitative

approaches were used. Being the qualitative approach as indicated by (Vasilachis, 2006,

p.25) in (Neill & Cortez, 2018) that which: "encompasses the study, use, and collection

of a variety of empirical materials-case study, personal experience, life history, interview,

texts-that describe habitual and problematic moments and meanings in the lives of

individuals. And quantitative research as a structured way of collecting and analyzing data

obtained from different sources, which involves the use of computer tools, statistics,

and mathematics to obtain results, it is about quantifying the problem and understanding

how pervasive it is by seeking results that are projectable to a larger population (Neill &

Cortez, 2018).

Different methodologies were determined for the development and collection of data

necessary for the fulfillment of each of the proposed objectives, such as the following:

OB. To select the cultural tourist attractions to be considered for the elaboration of

a Sensory Route of Art and Culture in the city of Loja.

- Phase 1 Identification: For this first phase of the selection of the cultural

tourist attractions that will be part of the route, we will begin by identifying them

based on a bibliographic study, and the survey of cultural tourist attractions in

the city of Loja, using a matrix adapted from the "Tourist attraction survey card"

with the 2017 methodology, which corresponds to the methodology in force by

the MINTUR, together with the registration and inventory cards of the INPC

used in movable and immovable property and intangible heritage.

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- Phase 2 Availability and Safety: After having identified and classified the

cultural attractions, these agents will be considered as part of the selection

process. (Arredondo, Hernandez, & Mendoza, 2013) for the fulfillment of this

phase; this is how the accessibility and availability criteria result, in addition to

the safety criteria that will contribute to the selection of the cultural tourism

elements that will make up the route; 2 matrices will be used in the same way

for the collection of information based on the aforementioned criteria and their

respective weighting, one for availability and accessibility, and one for safety. The

matrices will be filled out using the "Adobe Fill & Sign" application, thus avoiding

the generation of contaminating waste and the use of unnecessary paper. Those

cultural tourist attractions that do not comply with the agent of availability and

accessibility, an aspect that would be reflected in the application to the tourist

route, will be eliminated from the selection process.

- Phase 3 Sensory Relationship and Sensory Perception: This phase will

consist of 2 techniques for the collection of information, the first will be the

technique of direct observation by the researcher with the cultural attractions

identified and classified in phase 1 and resulting based on phase 2 according to

their availability and safety. Based on this observation, the tourist attractions of

the city of Loja will be rated in relation to evaluation criteria related to the 5

senses, criteria that will be used in the "sensory relationship" matrix. After this

first part, we will proceed to the application of the "focus group" technique,

which is a session or group sessions oriented to the study of opinions or attitudes

based on the cultural tourist attractions of the city of Loja. This strategy will

allow collecting information on the perceptions, reactions and expectations of

the group of people related to the potential parts of the route. The tourist

attractions will be visited and a Sensory Perception Form will be filled out. Those

attractions that cannot be visited will be evaluated based on the interviewees'

experience or approach to them.

- Phase 4 Weighting and Selection: In this phase, the weighting or total score

per cultural tourism attraction will be carried out based on the criteria studied

in the previous phases, according to the maximum scores indicated by criteria.

Therefore, those elements that meet the highest scores will be selected.

OB. 2. Define the sensory tourism activities to be carried out based on the cultural

tourism attractions of the city of Loja.

To achieve this objective, a bibliographic review will be conducted to establish the

sensory tourism activities linked to the selected cultural tourism attractions of the city

of Loja.

After this activity, a survey will be conducted to determine the acceptance of the

activities in relation to the senses. A sampling will be carried out based on the objective

population of this route such as national and international tourists of the FIAV, using the

stratified sampling method, which is a type of probability sampling to separate specific

segments or strata. The purpose of this survey is to verify the acceptance of the proposal

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of a sensory tourism route, as well as the sensory tourism activities proposed in the

cultural tourism attractions and finally the means of diffusion that will help us with crucial

information for the design of the route's brand in objective 3.

OB. 3. To design the sensorial touristic route of art and culture of the city of Loja.

To proceed with this objective based on the methodologies for the elaboration and

design of tourist routes of (Benitez, 2021) and (Arredondo, Hernández:, & Mendoza,

2013), the following methodology has been adapted to be used in the present research:

- Phase 1: Location and Delimitation of the Territory.

- Phase 2: Classification and selection of the attractions of the route.

- Phase 3: Target Audience

- Phase 4: Identify potential stakeholders or promoters

- Phase 5: Determination and selection of the services and activities to be included

in the tourist route.

- Phase 6: Determination of operating costs and expenses

- Phase 7: Pricing

Phase 8: Design of the route's branding and means of dissemination

RESULTS

Objective 1

Phase 1: List of 17 cultural tourist attractions compiled from which Objective 1 was

carried out. The 17 cards were compiled with information on the cultural tourist

attractions of the city of Loja. They include:

- Name

- Card No.

- Type of property

- Location and administration data

- Category

- Type and Subtype

- Characteristics of the Attraction - Technical Description of the Attraction

- Photographs (Attractions and Google Maps)

- Tourist Aspect

- Remarks

- Survey and validation data

Phase 2: Based on the application of the matrices to the list of attractions obtained in

activity 1. The attractions were scored. As a result, one of the attractions, the

"Monasterio de las Madres Conceptas", was eliminated due to accessibility restrictions.

Therefore, a list of 16 attractions with their respective scores was obtained.

Phase 3: The final scores corresponding to the sensory relationship of the cultural

attractions were obtained. Among which are listed with a higher score:

- City Gate

- Museum of Lojan Culture

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- Bolivar Theater

- Music Museum

- Lourdes Street

ü Focus Group: From the application of the Focus Group technique, the following

were obtained within the list of those with the best scores with respect to

sensory perception:

- City Gate

- Museum of Lojan Culture

- Bolivar Theater

- Music Museum

- Museum of Religious Art of the Conceptionist Mothers of Loja

Phase 4: The final weighting with respect to the cultural tourist attractions and the 4

phases for their selection yields the following attractions as the 5 selected for the

realization of the art and culture sensory route:

- City Gate

- Museum of Lojan Culture

- Bolivar Theater

- Music Museum

- Museum of Religious Art of the Conceptionist Mothers of Loja

Objective 2

As a result of the bibliographic research, in relation to the data obtained in the 1st

objective on the senses to be enhanced in each of the attractions. The following sensory

tourism activities could be compiled:

- Time - Lapse and photographic compilation (City Gate)

- Montessori Olfactory Activities (Museo de la Cultura Lojana) - Sound Environment

(Museo de la Cultura Lojana) - Interactive Touchscreens (Museo de la Cultura Lojana)

- Experiential journey through the reality of the cloister (Museum of Religious Art

"Madres Conceptas de Loja").

- Live Music (Music Museum: Salvador Zaragocí Tapia)

- Local coffee and artisanal wine tasting (Music Museum: Salvador Zaragocí Tapia)

- Blindfolded Tourism (Bolivar Theater).

Survey:

Also based on the survey applied to 383 people through CrowdSignal and Google Forms

applications. Reaching a greater number of people through the help of social networks:

Instagram - Facebook and WhatsApp.

The acceptance of the route and the acceptance of the activities offered in the sensory

route of art and culture for the FIAVL by the people surveyed is determined.

Objective 3

The application of the methodology for the design of the sensory route, left the following

results according to each of its corresponding phases, as follows:

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- Phase 1: Location and Delimitation of the Territory.

For the development of the "Art and Culture Sensory Tourist Route" a total of 5 cultural

tourist attractions were chosen, which are located within the central historic center of

the city of Loja, where the FIAVL is being developed. This is why we proceeded to

delimit and locate the route based on a map of the historic center of the city of Loja.

Taking into account the selected attractions and the order of the route, resulting in

point A or start: The City Gate and as point B or end: The Museum of Music "Salvador

Zaragocín Tapia". In addition, images of the attractions to be visited on the route were

considered, and icons were used to indicate the relationship between the sensory

tourism activities and their respective senses.

- Phase 2: Classification and selection of the attractions of the route.

For the selection of the tourist attractions to be included in the Art and Culture Sensory

Tourist Route, a process explained in the results of "objective 1" of this work was used.

Through the evaluation of criteria such as: availability, accessibility, safety, sensory

relationship and sensory perception; the following list of attractions and the senses with

which the tourist activities to be carried out are related was obtained.

Table 1. Attractions

Tourist Attraction

Tourism Activities

Senses

City gate

Time - Lapse and photographic

compilation

View

Heard

Heritage house: Museo de la cultura

Lojana (Museum of Lojana culture)

Montessori Olfactory Activities

Sound ambience

Interactive touch screens

Heard

Touch

Olfato

View

Museum of Religious Art of the

Conceptionist Mothers of Loja

Experiential travel cloister reality

Blindfolded activities

View

Heard

Touch

Bolivar University Theater

Blindfolded tourism

Heard

Touch

Music Museum: Salvador Zaragocí

Tapia

Live Music

Local coffee and artisanal wine

tasting

Heard

Olfato

Taste

- Phase 3: Target Audience

The target audience of the present route are tourists and people; or FIAVL attendees.

According to the FIAVL 2019 report, most of them are of national origin. According to

this report, 9 out of 10 tourists are Ecuadorians and 1 is foreign (UTPL, 2019).

This route is focused on satisfying the cultural tourist, since it shows the history and

culture; and also allows to generate knowledge about the cultural heritage of the city of

Loja through the senses.

- Phase 4: Identify potential stakeholders or promoters

The social segments that can be summoned for the management of this route are:

-Municipality of the City of Loja: Due to being one of the most important organizers of

FIAVL. In addition to the authority it represents over some of the attractions included

in the route.

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-Ministry of Tourism: For the proper management of tourism activity within this

route as part of the FIAVL.

-Government of Loja: One of the bodies responsible for the stability of the festival

in our city.

-Ministry of Economic and Social Inclusion: Because it is the body in charge of

managing plans for the proper integration of priority groups or vulnerable population in

plans for economic and social development.

-National University of Loja: The UNL can contribute to this project with the

joint action of those participating in the route and the Tourism career, students who

are training to be future professionals in the field will be of great help for the

development and implementation of the route.

-CONADIS : Guarantees public policies and ensures human rights for people with

disabilities and their families. Making the route have a positive impact on this segment of

citizenship.

These are some of the entities allied to FIAVL, therefore, their possible participation in

the management of the route would be very important and useful. In addition to strategic

so that the route can be integrated correctly within the realization of the festival.

The FIAVL website also shows that there are several private and public companies, such

as the Loja Hotel Association, the Ministry of Foreign Affairs, the Andean Community,

the European Union in Ecuador, Banco de Loja, UTPL, among others, with whom it

would be possible to work together. Travel agencies and tourism companies will also

play an important role in the implementation of the route, its distribution and marketing.

- Phase 5: Determination and selection of the services and activities to be included

in the tourist route.

The sensory tourism activities defined for the realization of this route were determined

based on "objective 2" of this research.

- Phase 6: Determination of operating costs and expenses

For the elaboration of the budget for the sensory touristic route, a maximum total of

10 tourists per group will be considered.

Table 2. Determination of operating costs and expenses

DESCRIPTION

UNIT

QUANTIT

UNIT

PRIC

TOTA

COFFEE AND WINE TASTING

PERSO

2.00

20.00

PRINTED MATERIAL

PERSO

0.50

5.00

BLINDFOLDED TOUR

PERSO

2.00

20.00

ENTRANCE TO THE MUSEUM

OF CONCEPTUAL MOTHERS

PERSO

1.00

10.00

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SUBTOTAL 1

55.00

OVERHEADS

DESCRIPTION

UNIT

QUANTIT

UNIT

PRIC

TOTA

GUIDANCE_ADMINISTRATIV

E STAFF

ROUTE

60.00

INSURANCE

ROUTE

20.00

SUBTOTAL 2

80.00

SUBTOTAL 1 + SUBTOTAL 2

135.00

CONTINGENCIES

20.50

UTILITY

40.50

TOTAL

196

- Phase 7: Pricing

Rate calculation per person

The total cost of the tour for a number of 10 people per group is US$196.00, therefore,

the price that each person has to pay to purchase the service of the sensory tour will

be US$20.00.

- Phase 8: Design of the route's branding and means of dissemination

• Name of the Route:

"Sensory Route: Feel Loja".

• Logo:

• Slogan:

Discover Loja, through the magic of the senses.

• Media:

• Promotion

The survey applied to the demand, served as an aid to determine the strategies for the

promotion of the tourist route, which resulted in a total of more than 90% of responses

for the electronic media and with respect to the physical media only a total of 57.9% of

the responses; therefore, these will be:

Table 3. ADVOCACY STRATEGIES

- Social Networks (Instagram - Facebook - YouTube - WhatsApp)

- Electronic Magazines

- Brochures

- Mobile Application

- Web Page

• Distribution

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Direct Sales

- Reservation Systems (Web

Page)

Distributors

- Retail Travel Agencies

- Wholesale Travel Agencies

- Tour Operators

The realization of the present research work leaves in evidence the fact expressed in

the work of. (Van Hoven, 2011)which emphasizes that tourist experiences have been

dominated by the visual; leaving aside the tourist activities that stimulate the rest of the

senses; by carrying out the survey of cultural tourist attractions in the city of Loja I can

agree with the aforementioned author based on the study conducted, since I have been

able to evidence the fact that the most popular tourist activities in the attractions

surveyed are photography and self-guided tours; putting aside and limiting the

development of these attractions and the feeling or experience that these places leave

in the tourist. Therefore.

In addition to this, as it is expressed by (Arredondo, Hernández:, & Mendoza, 2013);

proposing and elaborating proposals based on the cultural heritage of a territory allows

the valuation of the same, as well as in addition to what is explained by. (Landeta, Váquez,

& Ullauri, 2018) that by relating it to sensory tourism activities allows the tourist to

become more involved with the destination, generating a unique and unforgettable

experience. The present work and the survey that I have applied to those who visit the

FIAVL presents the conformity and support of the same to carry out tourist routes

based on the cultural tourist attractions of the city, as well as the importance of creating

new tourist routes for the festival, with results that exceed 80% acceptance. I can

therefore say how important cultural attractions and innovative activities are for the

development of a tourist destination.

In addition to presenting this route as part of FIAVL and in relation to what is concluded

in the work of. (Landeta, Váquez, & Ullauri, 2018), it would give the opportunity for the

Loja destination with the FIAVL to present itself as one of the pioneers in offering

sensory activities and services to tourists by offering these new, innovative and

competitive trends.

With regard to the creation and design of the "sensory route: feel Loja", we can

emphasize what is mentioned in (Arredondo, Hernández:, & Mendoza, 2013) in

reference to the organizations, governments and society with which the route is linked,

and the importance of these actors for harmony, and the correct development of the

route, making it more interesting and competitive. Therefore, for this route we consider

the institutions allied to FIAVL, both public and private, which will provide unique and

necessary facilities for the development of the route. In addition, the same authors of

the work "Proposal for the design of cultural tourist routes: The case of the south of the state

of Jalisco, Mexico"; establish and refer to the use of new information technologies as

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adequate forms for the commercialization of cultural tourist routes, allowing the

expansion of these in all kinds of markets. This factor will be considered in this research

work since, according to the high percentages that exceed 90%, the electronic media

are the most relevant according to the opinion of the demand to promote the sensory

route: siente Loja; percentages that exceed the physical means of promotion such as:

banners, brochures, pamphlets, among others.

The previous works taken as reference and basis for the realization of my research work

had similar results, reflecting the tourist's need for tourist activities and new experiences

when traveling. From agrotourism activities in conjunction with society, to activities in

tropical forests, which link the senses, producing new feelings in the tourist, in addition

to the preservation of the culture and traditions of the destination.

CONCLUSIONS

The city of Loja has several cultural tourist attractions, of which 17 cards were used and

collected for the selection process; of these, 5 cultural tourist attractions were

appropriate for the development of the route; in addition to meeting the criteria of

accessibility, availability, safety, relationship and sensory perception. The selected

attractions were: La Puerta de la Ciudad; Museo de la cultura lojana; Museo de Arte

Religioso Madres Concepcionistas de Loja, Teatro Bolívar and Museo de la música

"Salvador Zaragocí Tapia".

The application of the Focus Group and the in-situ visit to the aforementioned

attractions made it possible to relate the senses to the selected attractions; thus, through

the bibliographic review, the following sensory tourism activities were defined: Time

Lapse and photographic compilation, Montessori olfactory activities, sound ambience,

interactive touch screens, experiential travel, cloister reality, live music, tasting of local

coffee and artisanal wine, and blindfolded tourism.

The survey conducted revealed that more than 70% of the respondents' answers were

positive with respect to the acceptance of the sensory tourism route and the sensory

tourism activities offered in it. Considering the sensory tourism activities to be carried

out as part of the route and their respective budget, it can be defined that the cost of

the route for a total of 10 people per group will be $20 per person, allowing the route

to meet its expenses and leaving a profit margin.

The name assigned to this is "Sensory Route: Feel Loja" and its promotional strategies

are defined on the basis of the previously applied survey, which indicates that 99.5% of

respondents consider electronic media to be the best promotional strategy, while 57.9%

of respondents believe that physical media are the best option.

REFERENCES

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