Evaluación de los procesos de identificación y puesta en valor de recursos territoriales mediante la exploración de estrategias de neurociencia

This basic research proposal will evaluate the processes of identification and valorization of territorial resources through the exploration of neuroscience strategies for the study of conscious and unconscious behavioral insights that can be used in territorial marketing. This interdisciplinary work, which unites the Schools of Architecture and Urbanism and Business Administration of TEC with researchers from UNIMINUTO of Colombia and the University of Costa Rica, will generate valuable knowledge that will contribute to the improvement of processes related to the use of territorial resources and, consequently, to the generation of local development.
The project will be conducted in three stages. In the first stage, we will analyze processes for identifying and enhancing the value of territorial resources through a literature review and case studies. The second stage will identify strategies for capturing conscious and unconscious behavioral insights applicable to territorial resources and systematize them through an approach guide. Finally, the last stage will carry out pilot tests of some of the selected strategies to evaluate the applicability and effectiveness of the processes of identification and enhancement of territorial resources, using examples of resources identified in research projects previously developed and linked to the subject.
The expected results are two indexed scientific publications, a final graduation project, an approach guide, and the dissemination of knowledge through an article and outreach activities.

Evaluar los procesos de identificación y puesta en valor de los recursos territoriales mediante la exploración de estrategias de neurociencia para el estudio de los insights de comportamiento consciente e inconsciente que puedan ser utilizados en el marketing territorial.

Ciudad, territorio y paisaje.
Patrimonio e identidad.