Cadena de valor para industrias creativas y culturales como impulsor del turismo creativo en la ciudad de barranquilla (Atlántico, Colombia)
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Fecha
2024
Autores
Almanza Ruiz, Petrona
Torres Vence, Gress Cecilia
Tapiero Gutiérrez, Venus
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El turismo creativo y cultural está vinculado a los ingresos económicos de una nación a partir de sus muestras culturales y artísticas derivadas de las tradiciones, las artesanías y las expresiones artísticas. La vinculación con las actividades permite en el turista sumergirse de forma activa en la identidad y patrimonio de cada fiesta y/o ciudad. En el contexto del Carnaval de Barranquilla, esta modalidad turística cobra un significado especial al ser una de las celebraciones culturales más emblemáticas de Colombia, declarada Patrimonio Cultural Inmaterial de la Humanidad por la UNESCO. El Carnaval de Barranquilla es una mezcla de tradiciones y representa la diversidad cultural de la Región Caribe, convirtiéndose en un espacio no solo de intercambio, sino que también involucra las economías populares y propicia el ingreso económico. Las actividades derivadas del Carnaval de Barranquilla tienden a ser estacionales y los denominados hacedores1 trabajan de forma continua y perseverante a lo largo del año para general valor a sus trabajos. No obstante, las necesidades declaradas por los mismos se orientan hacia el desarrollo de nuevas estrategias que permitan generar valor e ingreso económico desde la actividad principal para que su trabajo y actividad pueda rendir frutos, generando así valor adicional para que estas puedan ser sostenibles a lo largo del año. En este contexto, el estudio tiene como objetivo proponer una cadena de valor específica para las industrias creativas y culturales de Barranquilla que impulse el turismo creativo en torno al Carnaval, generando nuevas oportunidades económicas para los hacedores que dan vida a esta tradición. La propuesta busca establecer un modelo sostenible que fortalezca el Carnaval de Barranquilla como una fuente de ingresos significativa para sus creadores, desde artesanos y bailarines hasta músicos y gestores culturales, quienes aportan sus talentos y saberes para enriquecer la festividad. A través de la implementación de una cadena de valor estructurada, se pretende convertir el Carnaval en un referente de ingresos económicos para estos actores, promoviendo la sostenibilidad financiera de sus labores y su potencial como recurso turístico de valor. Los resultados muestran que la cadena de valor, con sus fases de producción, distribución y promoción de experiencias culturales, desempeña un rol fundamental en la atracción de turistas hacia Barranquilla. Las experiencias que incluyen elementos distintivos de la identidad local, como la música, la danza y las festividades tradicionales, logran crear una conexión emocional con los visitantes, incentivando su deseo de regresar. Los turistas valoran aquellas actividades donde pueden involucrarse, fortaleciendo la percepción de autenticidad cultural y de valor en sus experiencias. Los resultados del estudio sugieren que la cadena de valor de las industrias creativas y culturales de Barranquilla puede constituir un motor esencial para el turismo creativo, siempre que se implementen estrategias enfocadas en la Autenticidad, la participación y la sostenibilidad económica. La integración de los diversos actores y elementos de la cadena permite que Barranquilla se posicione como un destino destacado en el ámbito del turismo creativo, aprovechando su identidad cultural única para atraer y fidelizar a los visitantes.
Creative and cultural tourism links a nation's economic income to its traditions, crafts, and artistic expressions. This connection allows tourists to actively immerse themselves in the identity and heritage of each festival or city. In the case of Barranquilla's Carnival, this tourism type holds special significance, as it represents one of Colombia’s most emblematic cultural celebrations, recognized by UNESCO as an Intangible Cultural Heritage of Humanity. The Carnival is a mix of cultural traditions that embodies the Caribbean region's diversity, creating a space for cultural exchange and stimulating local economies. Activities stemming from the Barranquilla Carnival are generally seasonal, yet its "hacedores" or creators work continuously throughout the year to enhance the value of their craft. These creators express the need for new strategies to generate sustained income, allowing their work to be profitable and supporting their livelihoods throughout the year. In this context, the study aims to propose a dedicated value chain for Barranquilla's creative and cultural industries to drive creative tourism around the Carnival, thereby creating new economic opportunities for its makers. The proposal seeks to establish a sustainable model that solidifies the Carnival as a significant income source for these creators, from artisans and dancers to musicians and cultural organizers, who enrich the festival with their talents. A structured value chain would enable the Carnival to become an economic reference, supporting the financial sustainability of these creators’ work and enhancing its value as a tourism resource. The study results show that a well-structured value chain, encompassing production, distribution, and cultural experience promotion, is crucial for attracting tourists to Barranquilla. Experiences that highlight local identity—such as music, dance, and traditional festivities—foster an emotional connection with visitors, inspiring a desire to return. Tourists particularly appreciate activities that allow active involvement, which strengthen perceptions of cultural authenticity and the value of their experiences. The findings suggest that Barranquilla’s creative and cultural value chain can be a powerful engine for creative tourism, if authenticity, participation, and economic sustainability are prioritized. Integrating the various actors and elements within this value chain enables Barranquilla to establish itself as a prime creative tourism destination, leveraging its distinct cultural identity to attract and engage visitors.
Creative and cultural tourism links a nation's economic income to its traditions, crafts, and artistic expressions. This connection allows tourists to actively immerse themselves in the identity and heritage of each festival or city. In the case of Barranquilla's Carnival, this tourism type holds special significance, as it represents one of Colombia’s most emblematic cultural celebrations, recognized by UNESCO as an Intangible Cultural Heritage of Humanity. The Carnival is a mix of cultural traditions that embodies the Caribbean region's diversity, creating a space for cultural exchange and stimulating local economies. Activities stemming from the Barranquilla Carnival are generally seasonal, yet its "hacedores" or creators work continuously throughout the year to enhance the value of their craft. These creators express the need for new strategies to generate sustained income, allowing their work to be profitable and supporting their livelihoods throughout the year. In this context, the study aims to propose a dedicated value chain for Barranquilla's creative and cultural industries to drive creative tourism around the Carnival, thereby creating new economic opportunities for its makers. The proposal seeks to establish a sustainable model that solidifies the Carnival as a significant income source for these creators, from artisans and dancers to musicians and cultural organizers, who enrich the festival with their talents. A structured value chain would enable the Carnival to become an economic reference, supporting the financial sustainability of these creators’ work and enhancing its value as a tourism resource. The study results show that a well-structured value chain, encompassing production, distribution, and cultural experience promotion, is crucial for attracting tourists to Barranquilla. Experiences that highlight local identity—such as music, dance, and traditional festivities—foster an emotional connection with visitors, inspiring a desire to return. Tourists particularly appreciate activities that allow active involvement, which strengthen perceptions of cultural authenticity and the value of their experiences. The findings suggest that Barranquilla’s creative and cultural value chain can be a powerful engine for creative tourism, if authenticity, participation, and economic sustainability are prioritized. Integrating the various actors and elements within this value chain enables Barranquilla to establish itself as a prime creative tourism destination, leveraging its distinct cultural identity to attract and engage visitors.
Descripción
Palabras clave
Turismo creativo, Cadena de valor, Hacedores, Economía creativa, Economía popular