Emprendimientos locales en la encantada, Chulucanas, Perú: representaciones desde los storytelling
Palabras clave:
Artesanía, Cerámica, Chulucanas, Emprendimientos, Storytelling
Resumen
El emprendimiento ha tenido un crecimiento a nivel mundial y en Perú no ha sido la excepción. Los storytelling son una técnica para transmitir mensajes de tal manera que cautiven y capten la atención de las personas e impulsen a vivir la experiencia narrada. La presente investigación busca describir los emprendimientos artesanales de cerámica de la Encantada, Chulucanas, Perú, desde la técnica del storytelling. Se realizó una investigación acción, con enfoque cualitativo de carácter exploratorio de diseño no experimental. Las técnicas utilizadas fueron la encuesta y la entrevista. Mediante un muestreo no probabilístico por conveniencia e intencional, se seleccionaron 3 emprendedores a los cuales se les aplicó storytelling. Se concluye que, los emprendimientos de La Encantada han transmitido el legado de Max Inga y Gerónimo Sosa, destacándose por la técnica de paleteo y el decorado en negativo de la cerámica. Comunicar la historia de estos emprendedores conserva la identidad de la cultura de esta comunidad, e impulsa a visitar para conocer a los protagonistas.
Citas
Adamson, G., Pine, J., Van Steenhoven, T., & Kroupa, J. (2006). How storytelling can drive strategic change. Strategy and Leadership, 34(1), 36–41. https://doi.org/10.1108/10878570610637876
Alarcón González, U., & Ochoa-Arias, A. (2021). Emprendimiento como práctica colectiva en la región de los Lagos. Revista Venezolana de Gerencia, 26(94), 802–817.
Auvinen, T., Aaltio, I., & Blomqvist, K. (2012). Constructing leadership by storytelling – the meaning of trust and narratives. Leadership & Organization Development Journal, 34(6), 496–514. https://doi.org/10.1108/LODJ-10-2011-0102
Bassano, C., Barile, S., Piciocchi, P., Spohrer, J. C., Iandolo, F., & Fisk, R. (2019). Storytelling about places: Tourism marketing in the digital age. Cities, 87, 10–20. https://doi.org/10.1016/j.cities.2018.12.025
Beauregard, R. A. (2003). Democracy, Storytelling, and the Sustainable City. Story and Sustainability, 65–78.
Black, H. G., & Kelley, S. W. (2009). A storytelling perspective on online customer reviews reporting service failure and recovery. Journal of Travel and Tourism Marketing, 26(2), 169–179. https://doi.org/10.1080/10548400902864768
Camacho Hoyos, A. C. (2016). Condiciones que presenta el centro poblado La Encantada, distrito de Chulucanas, Provincia de Morropón, Departamento de Piura; para la práctica del turismo vivencial. [Universidad Nacional de Trujillo]. https://dspace.unitru.edu.pe/bitstream/handle/UNITRU/5374/CAMACHO HOYOS ANA CECILIA%28FILEminimizer%29.pdf?sequence=1&isAllowed=y
Carù , A. & Cova, B. (2007). Consumer immersion in an experiential context. Consuming Experience, 34–47.
Casa de Gobierno. (2016). Proyecto de Ley N° 1415-2016-CR.
Denning, S. (2017). Effective storytelling: Strategic business narrative techniques. Strategy and Leadership, 34(1), 42–48. https://doi.org/10.1108/10878570610637885
Díaz M. y Díaz S. (2009). Desarrollo del turismo rural en la sierra de Piura: Montero y Canchaque. Tesis de grado no publicada en administración de empresas. Universidad de Piura. Facultad de Ciencias Económicas y Empresariales. Programa Académico de Administración de Empresas. Piura, Perú.
Dimitrios, B. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1), 97–116. https://doi.org/https://doi.org/10.1016/S0261-5177(99)00095-3
Hansen, C., & Kahnweiler, W. (1993). Storytelling: An instrument for inderstanding the dynamics of corporate relationships. Human Relations, 46(12), 1391–1409. https://doi.org/10.1177/001872679304601202
Hansen, F. A., Kortbek, K. J., & GrønbÆk, K. (2012). Mobile Urban Drama: Interactive storytelling in real world environments. New Review of Hypermedia and Multimedia, 18(1–2), 63–89. https://doi.org/10.1080/13614568.2012.617842
Hartman, S., Parra, C., & de Roo, G. (2019). Framing strategic storytelling in the context of transition management to stimulate tourism destination development. Tourism Management, 75, 90–98. https://doi.org/10.1016/j.tourman.2019.04.014
Hsiao, K. L., Lu, H. P., & Lan, W. C. (2013). The influence of the components of storytelling blogs on readers’ travel intentions. Internet Research, 23(2), 160–182. https://doi.org/10.1108/10662241311313303
Hsu, S. Y., Dehuang, N., & Woodside, A. G. (2009). Storytelling research of consumers’ self-reports of urban tourism experiences in China. Journal of Business Research, 62(12), 1223–1254. https://doi.org/10.1016/j.jbusres.2008.11.006
Kent, M. L. (2015). The power of storytelling in public relations: Introducing the 20 master plots. Public Relations Review, 41(4), 480–489. https://doi.org/10.1016/j.pubrev.2015.05.011
León Mendoza, J. (2018). Emprendimiento de negocios propios en el Perú: el rol de los factores sociodemográficos personales a nivel de departamentos. Revista Estudios Gerenciales, 34(146). 19-33. Universidad ICESI, Colombia. https://doi.org/10.18046/j.estger.2018.146.2810.
Makowski, K. (2005). Krzysztof Makowski. Enciclopedia Dell’Archeologia, 3, 313–319.
Ministerio de Comercio Exterior y Turismo. (2015). Cerámica de Chulucanas (Equipo de Mixmade S.A.C. (ed.)). Gráfica Biblos S.A. https://repositorio.promperu.gob.pe/handle/123456789/2068
Ministerio de Comercio Exterior y Turismo. (2020). Resolución Ministerial N° 195-2020-MINCETUR - Lineamientos sanitarios ante el COVID-19 para destinos turísticos. https://cdn.www.gob.pe/uploads/document/file/1323224/R. M. N° 195 - 2020.pdf
Mitchell, S. L., & Clark, M. (2020). Telling a different story: How nonprofit organizations reveal strategic purpose through storytelling. Psychology and Marketing, 38(1), 142–158. https://doi.org/10.1002/mar.21429
Moradi, H., & Chen, H. (2019). Digital storytelling in language education. Behavioral Sciences, 9(12), 1–9. https://doi.org/10.3390/bs9120147
Moscardo, G. (2020). Stories and design in tourism. Annals of Tourism Research, 83(January), 102950. https://doi.org/10.1016/j.annals.2020.102950
Mossberg, L. (2008). Extraordinary experiences through storytelling. Scandinavian Journal of Hospitality and Tourism, 8(3), 195–210. https://doi.org/10.1080/15022250802532443
Mossberg, L., Therkelsen, A., H. Huijbens, E., Björk, & Anna-Karin Olsson, P. (2010). Storytelling and Destination Development. In Nordic Innovation Centre (Issue December). Nordic Innovation Centre. https://bit.ly/3zYHg8W
Pera, R. (2014). Empowering the new traveller: storytelling as a co-creative behaviour in tourism. Current Issues in Tourism, 20(4), 331–338. https://doi.org/10.1080/13683500.2014.982520
Polletta, F. (2009). It was like a fever: Storytelling in protest and politics. University of Chicago Press.
Polletta, Francesca, Chen, P. C. B., Gardner, B. G., & Motes, A. (2011). The sociology of storytelling. Annual Review of Sociology, 37, 109–130. https://doi.org/10.1146/annurev-soc-081309-150106
Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2016). Understanding the Relationships between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend. Journal of Travel Research, 56(1), 41–54. https://doi.org/10.1177/0047287515620567
Saco, M. L. (1979). La Cultura Vicús - Hallazgos y expresiones artísticas. Letras (Lima), 1, 5–16. https://doi.org/10.30920/letras.51.86-87.01
Salmon, C. (2010). Storytelling: Bewitching the modern mind. Verso Books.
Sandercock, L. (2003). Out of the closet: The importance of stories and storytelling in planning practice. Planning Theory and Practice, 4(1), 11–28. https://doi.org/10.1080/1464935032000057209
Santana Farfán, A. (2017, November 28). Cerámica de La Encantada. https://eltiempo.pe/ceramica-la-encantada-vp/
Sole, D., & Wilson, D. G. (2010). Storytelling in Organisations_Smaller.Pdf. 1–13.
Su, L., Cheng, J., & Swanson, S. R. (2020). The impact of tourism activity type on emotion and storytelling: The moderating roles of travel companion presence and relative ability. Tourism Management, 81(May), 104138. https://doi.org/10.1016/j.tourman.2020.104138
Su, L. J., & Hsu, M. K. (2013). Service Fairness, Consumption Emotions, Satisfaction, and Behavioral Intentions: The Experience of Chinese Heritage Tourists. Journal of Travel and Tourism Marketing, 30(8), 786–805. https://doi.org/10.1080/10548408.2013.835228
Swap, W., Leonard, D., Shields, M., & Abrams, L. (2001). Using mentoring and storytelling to transfer knowledge in the workplace. Journal of Management Information Systems, 18(1), 95–114. https://doi.org/10.1080/07421222.2001.11045668
Throgmorton, J. A. (2003). Planning as persuasive storytelling in a geobal-scale web of relationships. Planning Theory, 2(2), 125–151. https://doi.org/10.1177/14730952030022003
Universidad de Palermo (2021). ¿Qué es el storytelling?. Todo sobre el arte de contar historias con efectividad. Facultad de Negocios. Buenos Aires, Argentina. Disponible en: http://www.palermo.edu/negocios/que-es-el-storytelling.html.
Valderrama Traverso, K. (2004). Planificación de la Estrategia operativa para la producción de cerámica de Chulucanas. [Tesis para optar al título de Ingeniero Industrial y de Sistemas. Universidad de Piura. Facultad de Ingeniería. Perú]. https://pirhua.udep.edu.pe/handle/11042/1202
Woodside, A. (2010). Brand–Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue. Psychology & Marketing, 27(6), 531–540. https://doi.org/10.1002/mar.20342
Yang, R., & Tung, V. W. S. (2018). How does family influence the travel constraints of solo travelers? Construct specification and scale development. Journal of Travel and Tourism Marketing, 35(4), 507–516. https://doi.org/10.1080/10548408.2017.1363685
Yoo, K. H., & Gretzel, U. (2008). What Motivates Consumers to Write Online Travel Reviews? Information Technology & Tourism, 10(4), 283–295. https://doi.org/10.3727/109830508788403114
Alarcón González, U., & Ochoa-Arias, A. (2021). Emprendimiento como práctica colectiva en la región de los Lagos. Revista Venezolana de Gerencia, 26(94), 802–817.
Auvinen, T., Aaltio, I., & Blomqvist, K. (2012). Constructing leadership by storytelling – the meaning of trust and narratives. Leadership & Organization Development Journal, 34(6), 496–514. https://doi.org/10.1108/LODJ-10-2011-0102
Bassano, C., Barile, S., Piciocchi, P., Spohrer, J. C., Iandolo, F., & Fisk, R. (2019). Storytelling about places: Tourism marketing in the digital age. Cities, 87, 10–20. https://doi.org/10.1016/j.cities.2018.12.025
Beauregard, R. A. (2003). Democracy, Storytelling, and the Sustainable City. Story and Sustainability, 65–78.
Black, H. G., & Kelley, S. W. (2009). A storytelling perspective on online customer reviews reporting service failure and recovery. Journal of Travel and Tourism Marketing, 26(2), 169–179. https://doi.org/10.1080/10548400902864768
Camacho Hoyos, A. C. (2016). Condiciones que presenta el centro poblado La Encantada, distrito de Chulucanas, Provincia de Morropón, Departamento de Piura; para la práctica del turismo vivencial. [Universidad Nacional de Trujillo]. https://dspace.unitru.edu.pe/bitstream/handle/UNITRU/5374/CAMACHO HOYOS ANA CECILIA%28FILEminimizer%29.pdf?sequence=1&isAllowed=y
Carù , A. & Cova, B. (2007). Consumer immersion in an experiential context. Consuming Experience, 34–47.
Casa de Gobierno. (2016). Proyecto de Ley N° 1415-2016-CR.
Denning, S. (2017). Effective storytelling: Strategic business narrative techniques. Strategy and Leadership, 34(1), 42–48. https://doi.org/10.1108/10878570610637885
Díaz M. y Díaz S. (2009). Desarrollo del turismo rural en la sierra de Piura: Montero y Canchaque. Tesis de grado no publicada en administración de empresas. Universidad de Piura. Facultad de Ciencias Económicas y Empresariales. Programa Académico de Administración de Empresas. Piura, Perú.
Dimitrios, B. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1), 97–116. https://doi.org/https://doi.org/10.1016/S0261-5177(99)00095-3
Hansen, C., & Kahnweiler, W. (1993). Storytelling: An instrument for inderstanding the dynamics of corporate relationships. Human Relations, 46(12), 1391–1409. https://doi.org/10.1177/001872679304601202
Hansen, F. A., Kortbek, K. J., & GrønbÆk, K. (2012). Mobile Urban Drama: Interactive storytelling in real world environments. New Review of Hypermedia and Multimedia, 18(1–2), 63–89. https://doi.org/10.1080/13614568.2012.617842
Hartman, S., Parra, C., & de Roo, G. (2019). Framing strategic storytelling in the context of transition management to stimulate tourism destination development. Tourism Management, 75, 90–98. https://doi.org/10.1016/j.tourman.2019.04.014
Hsiao, K. L., Lu, H. P., & Lan, W. C. (2013). The influence of the components of storytelling blogs on readers’ travel intentions. Internet Research, 23(2), 160–182. https://doi.org/10.1108/10662241311313303
Hsu, S. Y., Dehuang, N., & Woodside, A. G. (2009). Storytelling research of consumers’ self-reports of urban tourism experiences in China. Journal of Business Research, 62(12), 1223–1254. https://doi.org/10.1016/j.jbusres.2008.11.006
Kent, M. L. (2015). The power of storytelling in public relations: Introducing the 20 master plots. Public Relations Review, 41(4), 480–489. https://doi.org/10.1016/j.pubrev.2015.05.011
León Mendoza, J. (2018). Emprendimiento de negocios propios en el Perú: el rol de los factores sociodemográficos personales a nivel de departamentos. Revista Estudios Gerenciales, 34(146). 19-33. Universidad ICESI, Colombia. https://doi.org/10.18046/j.estger.2018.146.2810.
Makowski, K. (2005). Krzysztof Makowski. Enciclopedia Dell’Archeologia, 3, 313–319.
Ministerio de Comercio Exterior y Turismo. (2015). Cerámica de Chulucanas (Equipo de Mixmade S.A.C. (ed.)). Gráfica Biblos S.A. https://repositorio.promperu.gob.pe/handle/123456789/2068
Ministerio de Comercio Exterior y Turismo. (2020). Resolución Ministerial N° 195-2020-MINCETUR - Lineamientos sanitarios ante el COVID-19 para destinos turísticos. https://cdn.www.gob.pe/uploads/document/file/1323224/R. M. N° 195 - 2020.pdf
Mitchell, S. L., & Clark, M. (2020). Telling a different story: How nonprofit organizations reveal strategic purpose through storytelling. Psychology and Marketing, 38(1), 142–158. https://doi.org/10.1002/mar.21429
Moradi, H., & Chen, H. (2019). Digital storytelling in language education. Behavioral Sciences, 9(12), 1–9. https://doi.org/10.3390/bs9120147
Moscardo, G. (2020). Stories and design in tourism. Annals of Tourism Research, 83(January), 102950. https://doi.org/10.1016/j.annals.2020.102950
Mossberg, L. (2008). Extraordinary experiences through storytelling. Scandinavian Journal of Hospitality and Tourism, 8(3), 195–210. https://doi.org/10.1080/15022250802532443
Mossberg, L., Therkelsen, A., H. Huijbens, E., Björk, & Anna-Karin Olsson, P. (2010). Storytelling and Destination Development. In Nordic Innovation Centre (Issue December). Nordic Innovation Centre. https://bit.ly/3zYHg8W
Pera, R. (2014). Empowering the new traveller: storytelling as a co-creative behaviour in tourism. Current Issues in Tourism, 20(4), 331–338. https://doi.org/10.1080/13683500.2014.982520
Polletta, F. (2009). It was like a fever: Storytelling in protest and politics. University of Chicago Press.
Polletta, Francesca, Chen, P. C. B., Gardner, B. G., & Motes, A. (2011). The sociology of storytelling. Annual Review of Sociology, 37, 109–130. https://doi.org/10.1146/annurev-soc-081309-150106
Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2016). Understanding the Relationships between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend. Journal of Travel Research, 56(1), 41–54. https://doi.org/10.1177/0047287515620567
Saco, M. L. (1979). La Cultura Vicús - Hallazgos y expresiones artísticas. Letras (Lima), 1, 5–16. https://doi.org/10.30920/letras.51.86-87.01
Salmon, C. (2010). Storytelling: Bewitching the modern mind. Verso Books.
Sandercock, L. (2003). Out of the closet: The importance of stories and storytelling in planning practice. Planning Theory and Practice, 4(1), 11–28. https://doi.org/10.1080/1464935032000057209
Santana Farfán, A. (2017, November 28). Cerámica de La Encantada. https://eltiempo.pe/ceramica-la-encantada-vp/
Sole, D., & Wilson, D. G. (2010). Storytelling in Organisations_Smaller.Pdf. 1–13.
Su, L., Cheng, J., & Swanson, S. R. (2020). The impact of tourism activity type on emotion and storytelling: The moderating roles of travel companion presence and relative ability. Tourism Management, 81(May), 104138. https://doi.org/10.1016/j.tourman.2020.104138
Su, L. J., & Hsu, M. K. (2013). Service Fairness, Consumption Emotions, Satisfaction, and Behavioral Intentions: The Experience of Chinese Heritage Tourists. Journal of Travel and Tourism Marketing, 30(8), 786–805. https://doi.org/10.1080/10548408.2013.835228
Swap, W., Leonard, D., Shields, M., & Abrams, L. (2001). Using mentoring and storytelling to transfer knowledge in the workplace. Journal of Management Information Systems, 18(1), 95–114. https://doi.org/10.1080/07421222.2001.11045668
Throgmorton, J. A. (2003). Planning as persuasive storytelling in a geobal-scale web of relationships. Planning Theory, 2(2), 125–151. https://doi.org/10.1177/14730952030022003
Universidad de Palermo (2021). ¿Qué es el storytelling?. Todo sobre el arte de contar historias con efectividad. Facultad de Negocios. Buenos Aires, Argentina. Disponible en: http://www.palermo.edu/negocios/que-es-el-storytelling.html.
Valderrama Traverso, K. (2004). Planificación de la Estrategia operativa para la producción de cerámica de Chulucanas. [Tesis para optar al título de Ingeniero Industrial y de Sistemas. Universidad de Piura. Facultad de Ingeniería. Perú]. https://pirhua.udep.edu.pe/handle/11042/1202
Woodside, A. (2010). Brand–Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue. Psychology & Marketing, 27(6), 531–540. https://doi.org/10.1002/mar.20342
Yang, R., & Tung, V. W. S. (2018). How does family influence the travel constraints of solo travelers? Construct specification and scale development. Journal of Travel and Tourism Marketing, 35(4), 507–516. https://doi.org/10.1080/10548408.2017.1363685
Yoo, K. H., & Gretzel, U. (2008). What Motivates Consumers to Write Online Travel Reviews? Information Technology & Tourism, 10(4), 283–295. https://doi.org/10.3727/109830508788403114
Publicado
2021-10-06
Cómo citar
Apaza-Panca, C. M., Moreno-Quispe, L. A., Santa-Cruz Arévalo, J. E., & Martínez-Nole, I. V. (2021). Emprendimientos locales en la encantada, Chulucanas, Perú: representaciones desde los storytelling. Revista Venezolana De Gerencia, 26(96), 1307-1320. https://doi.org/10.52080/rvgluz.26.96.19
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