Gestión de la comunicación patrimonial y su influencia en la difusión cultural de iglesias emblemáticas de la ciudad de Quito, periodo marzo - julio 2026.

Abstract

The present research analyzes the management of cultural heritage communication and its real impact on the dissemination of religious architecture in the emblematic churches of Quito's Historical Center (La Basílica del Voto Nacional, La Compañía de Jesús, San Francisco, and Santo Domingo) during the period from March to July 2026. The study addresses the need to modernize current institutional information logic, which shows significant gaps when transmitting intangible heritage and artistic knowledge to new generations of users. Methodologically, the work was developed under a mixed approach with a descriptive scope; in-depth interviews were applied to temple administrators, alongside surveys conducted with 23 tourists who visited the colonial area. The qualitative and quantitative results revealed that traditional promotional strategies are deficient in the virtual environment, causing 34.8% of visitors to enter the venues without prior knowledge of their historical value. Facing this scenario, a technical proposal was designed and produced, consisting of a promotional video of one minute duration, created with aerial drone footage and set to the instrumental track of the pasillo "Odiame" by Julio Jaramillo. The interactive audiovisual tool obtained a solid 91.3% acceptance rate from the respondents. It is concluded that the implementation of this transmedia resource democratizes access to cultural information, overcoming the barriers of analog guiding and transforming superficial contemplation into an experience of effective promotion, high dissemination, and identity recognition.