Spanish

Abstract

The results presented below correspond to a research project that is ongoing, therefore, in this reflective article, the first ideas that emerges from the process of theoretical reviews and references that comprise the problem at hand. The hypothesis of which the study is based, suggests that there is a gap between the characteristics and elements in which the city of Bucaramanga is currently advertised and the cultural richness that the city really has, which can be generated from an economic perspective such as tourism, culture, technology and innovation, suggesting a more solid projection in the local, national and international market. As a result of the project, the aim is to create an online communication campaign that enhances the regional identity of the digital natives of Bucaramanga and its metropolitan area, suggesting and assuming that the human being is a sociable being by nature and therefore, requires feelings that are part of a region or community identity, wile maintaining their customs and tastes, among other factors. The investigation is divided into two stages; the first one will establish the values and cultural assets that characterize and differentiate this region, through in-depth interview research to experts in Santanderean culture identity in digital marketing and academics of Bucaramanga’s metropolitan area. The second stage consists of checking or rejecting the hypothesis generated in the previous stage, applying a survey to a random sample consisting of 384 inhabitants of Bucaramanga and its metropolitan area. At the end of the research, it is also proposed to characterize the most suitable digital platforms for the dissemination of information on these values and cultural assets of the region.