Artesanía y comunicaciónretos para el sector artesanal de Tánger

  1. Esther Simancas González 1
  2. María García García 2
  3. Carmen Silva Robles 1
  4. Said Balhadj 3
  5. Driss Ferhane 3
  1. 1 Universidad de Cádiz, España
  2. 2 Universidad de Extremadura, España
  3. 3 Université Abdelmalek Essaâdi, Marruecos
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Journal:
Opción: Revista de Ciencias Humanas y Sociales

ISSN: 1012-1587

Year of publication: 2015

Issue: 2

Pages: 1041-1059

Type: Article

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More publications in: Opción: Revista de Ciencias Humanas y Sociales

Abstract

The main aim of this work is to understand the strengths and weaknesses of the Tangier-Tetuan region craftworks sector in order to develop accurate communication and promotion plans. From the knowledge of the real identity, the sector could be repositioned. The lack of previous literature addressing how Tangier craftwork promote and communicate its value to their stakeholders, has conducted the study to an exploratory approach with a double dimension: internal, Tangier craftwork sector image, and external, Andalusia image of the sector in Tangier. The analysis reveals a handcraft industry with a worrying wide-spread and undifferentiated identity and a reluctance to innovation and new technologies.

Data source: Dialnet