Yacuviña as cultural heritage: a transdisciplinary approach from Visual Communication and Advertising in the enhancement of touristic-archaeological heritage

Abstract

The Yacuviña Archaeological Complex (CAY), located in the province of El Oro, Ecuador, represents a cultural heritage of great historical and symbolic value, although its dissemination and tourist use have been limited. Hence, this research aimed to analyze the current state of visual and advertising communication of the Yacuviña Archaeological Complex (CAY) in order to formulate transdisciplinary strategies that enhance its touristic-archaeological valorization, strengthen its cultural identity, and generate positive socioeconomic impacts for the community of Atahualpa. Regarding the methodology, this article proposes a transdisciplinary approach that integrates visual communication and advertising for its comprehensive enhancement. Based on an exhaustive documentary analysis of 35 sources (INPC archaeological reports, academic studies, and municipal management documents) and a six-month ethnographic fieldwork that included participant observation, in-depth interviews, and semiotic analysis of 142 photographs, the study examines strategic frameworks for visual narrative, territorial branding, and the design of immersive cultural experiences. The results indicate that 78% of visitors consider the current information insufficient, and 62% are unable to differentiate the represented cultural periods, evidencing what is termed “static display case syndrome.” The name “Yacuviña” (eternal water) constitutes a powerful yet underutilized identity sign. This leads to the conclusions that the synergistic application of visual communication and advertising can significantly elevate CAY’s visibility, strengthen its cultural identity, and catalyze positive socioeconomic impacts for the local community of Atahualpa, while simultaneously promoting responsible heritage appropriation.