(ENG) Delivery of a design gesture for the communication of communitarian and sustainable tourism experiences in Dibulla, La Guajira. Design of communication strategies in a co-design practice for the touristic experiences in Dibulla.
This project aims to design communication and transmission strategies for tourism experiences in Dibulla through social media.
The specific objectives include: - Gathering information and knowledge from the guides and hosts. - Developing a narrative language compatible with the graphic identity of Herencia Travel. - Interpreting the brand values of the tourism experiences. - Designing versatile communication strategies to convey the message and value proposition across different communication channels.
(ENG) Context. Geographical location of Dibulla: Dibulla is a Colombian municipality located in the western side of the La Guajira department. / Society, People, and Culture: A diverse indigenous community that includes Wayúus, Wiwas, Koguis, Arhuacos, and an Afro-Colombian population, black, and mulatto. / Educational Background: Despite a high illiteracy rate of 35.1%, the community possesses historical valuable empirical knowledge in agriculture and artisanal fishing./ Economic Activities: Livestock farming, agriculture focused on plantains, rice, and yucca, and artisanal fishing. Growth is expected in ecotourism and family-run service and business. / Economic Challenges: Lack of public services, a low index of economic activities, a high multidimensional poverty rate (65%), and unmet basic needs (49%).
Fundación Iguaraya: They are an NGO committed to supporting sustainable options for the respectful use of territories and ecosystems in Colombia. They aim to improve the quality of life in vulnerable communities, strengthen local empowerment, and promote the conservation of culture and biodiversity. / Herencia Travel: It is a travel agency created by the Fundación Iguaraya, responsible for on-site operations for the tourist experiences. They are in charge of all the backstage operations for the routes.
(ENG) Tourism in Dibulla: In Dibulla you can find: Natural Wealth - Cultural Diversity
Currently, in the territory, there is concern about: Preservation of the Natural Environment - Local Economic Growth - Promotion of Employment / Types of Tourism in Dibulla: Rural Tourism - Ecotourism - Agrotourism - Cultural Tourism
Opportunity: Holistic experiences are: Satisfying, pleasurable, unique, authentic, entertaining, interesting, disruptive, memorable, and transformative. And include equally: the tourist, the host, the mediator, and the location.
Recording cultural practices turned into tourist experiences and translating them into social media posts allows for the preservation and dissemination of a community’s cultural richness, achieving widespread exposure and promotion, thus fostering interest and participation from new visitors.
Methodology: working model
Diamond design methodology (iterated convergence and divergence):
1. Contextualization: Field visit to observe, feel, and connect with the environment and users, diagnose needs and opportunities. / 2. Model construction: The product was materialized from selected ideas and shaped through prototype creation. / 3. Prototyping and validation: Based on the feedback obtained during validation, necessary adjustments are made according to the previous phase, to refine the product and adapt it further. / 4. Next phase: Based on feedback from validation, necessary adjustments are made according to the previous phase to refine and adapt the product further.
(ENG) 1. Contextualization. Fieldwork
Where: Dibulla, La Guajira. Date: January 27th to February 11th, 2023. Objectives: Gain insight into the place, its people, their activities, and their culture. To Clarify project expectations and scope. Type of visit: Experimental ethnographic exploration.
To learn: About the hosts and guides of “Saberes y Sabores”, the hosts of “Sabres y Sonidos”, the hosts and guides of de “Saberes del Campesino”, and some of the hosts of “Saberes y Sonidos”. - The activities of the involved community, such as cooking, composing and playing music, cultivating, taking care of animals, and fishing. - The cultural riches and immersing in the dynamics of the territory.
To record: Documenting the reality of Dibulla through brief notes on the phone, voice recordings, photographs, and videos. - In a versatile manner in collaboration with the community of Dibulla.
To select: Adaptable methodologies according to the needs and to conduct reflective research based on this experience.
Video montaje del trabajo de campo en Dibulla/Video montage of fieldwork in Dibulla
(ENG) 2. Service Maps Creation
Creating the maps: This first stage began with online research for various existing Blueprint models. A tool based on the Blueprint was designed to record all the elements that make up each of the tourist experiences.
Sketch development: A visual translation of the “Saberes y Sabores” experience was developed. This process was essential due to the large amount of information gathered in each of the experiences. Through these, the most relevant elements can be highlighted, facilitating the understanding of the experience as a whole.
(ENG) Distribution of Sketches 1. Information distributed in three strips 2. Information distributed in two strips
2.1. Communication Guide
A guide was developed for content publication on social media platforms, focused on communicating experiences through Herencia Travel’s social media.
The guide is a compilation of various sources that address strategies, objectives, and guidelines for communication on platforms such as Instagram and Facebook.
The guide aims to channel the innate creativity of the actors involved in the tourism experiences to create coherent content that contributes to a narrative with clear and appealing values. Through strategic questions, it seeks to encourage self-perception and empower the community over their territory.
(ENG) 3. Prototyping and Validation: “There is no waste produced, and if so, it will be biodegradable disposables.” - “You must include a return hike because this hiking route is not a loop, but goes straight.” - “In the past experiences, we realized that it is also important to consider the number of binoculars for tourists’ use.”
Once the Service Maps were completed, each one was presented to the NGO.
They provided feedback through comments.
Based on this, the respective changes were made to the Maps.
Based on this, the respective changes were made to the Maps.
4. Next Phase
This stage, which opens the project for a second phase, involves conducting a final validation with the Dibulla community, followed by an analysis of the feedback received to identify successful aspects, improvement opportunities, and to make necessary modifications.
Once the work model has been evaluated and adjusted according to the conclusions, the implementation of these tools in all the tourist experiences offered by the Foundation will proceed.
*This phase is still pending completion.
(ENG) Student Author: Paula Carvajal Vanegas
Project director: Andrés Sicard Currea
With special thanks to Fundación Iguaraya and the beautiful people who are part of it, as well as Dibulla's community, for opening the doors of their homes with such kindness and excitement.
