Examinando por Autor "Orellana Paladines, César David"
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- ÍtemAcceso AbiertoPropuesta de campaña estratética de la comunicación para el sistema de movilidad travía Cuenca 4 Ríos(Universidad Católica de Cuenca., 2021) Orellana Paladines, César David; Altamirano Santos, Freddy Marcelo; 0105912232Since the birth of mankind more than 100,000 years ago, mobility has always been the top priority for mankind. The modern Cuenca has always been committed to adapting to new modes of travel and becoming one of the cities with the highest quality of life in the country. For this reason, a modern alternative transport system to urban transport has been implemented to improve traffic conditions and protect the heritage. The development of this thesis aims to develop social marketing strategies to motivate people to use alternative means of transportation such as the Cuenca Tramway, to reduce vehicle traffic experienced in the city of Cuenca, to achieve smooth mobility, stable road safety, and environmental protection. Lastly, it is necessary to develop a model of social marketing strategy that can be implemented by public or private entities that wish to provide and raise awareness among citizens about the correct use of Cuenca City’s Tramway.