Abstract

RIVERA MERINO, Daniel Alexander. Communication strategy for the promotion of sports and recreational activities in the community. Universidad y Sociedad [online]. 2024, vol.16, suppl.2, pp. 103-108.  Epub Dec 20, 2024. ISSN 2218-3620.

The research on the “Communication Strategy for the promotion of sports and recreational activities in the community” is developed in the city of Milagro, and its purpose is to develop a comprehensive approach that promotes the active participation of citizens in sports and recreational activities. Communication is highlighted as an instrument that encompasses and facilitates access through various channels, including local media, social networks, community events and cooperation with educational and sports entities. Develop a clear image and messages that emphasize the benefits of sport for mental, physical and social health, with the aim of attracting the attention and involvement of the community.To achieve the purpose of the research, it was considered appropriate to apply an in-depth interview with young people, adults and older adults, community leaders and health professionals. Likewise, a structured survey was carried out on a representative sample of the population of Milagro to collect quantitative data on levels of participation in sports activities.

Keywords : Sports activity; Recreation; Community; Communication strategy.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )