Señaléticas turísticas: propuesta de diseño en base a elementos representativos de la cultura Jama-Coaque J. Adv. Educ. Sci. Humanit. (January - June 2023) 1(1): 15-19 https://doi.org/10.5281/zenodo.14601915 ISSN: XXXX-XXXX ORIGINAL ARTICLE Tourist signage: design proposal based on representative elements of the Jama-Coaque culture  José J. Macías javy0586@hotmail.com Received: 21 November 2022 / Accepted: 7 January 2023 / Published online: 31 January 2023 © The Author(s) 2023 José J. Macías 1 · Orlando R. Lazo 1 · Vladimiro X. Jácome 2 Abstract This study aimed to design a proposal for tourist signage for the Jama canton based on representative cultural elements of its culture. Through a qualitative approach, a lit- erature review was conducted, complemented by ﬁeldwork that included direct observation. The results indicated that the need for signage was hindering the economic and social development of the region. The developed proposal includ- ed three main types of signage: informational billboards, approach signs, and tourist totems. These designs adhered to national regulations and incorporated indigenous cultur- al symbols to reinforce the community’s sense of identity and belonging. The study concluded that implementing this signage system could boost tourism, contribute to the can- ton’s sustainable development, improve its residents’ quality of life, and increase the visibility of its natural and cultural resources nationally and internationally. Keywords tourist signage, Jama-Coaque culture, graphic design, cultural identity, sustainable development, rural tour- ism. Resumen El objetivo de este estudio fue diseñar una pro- puesta de señalización turística para el cantón Jama basada en elementos culturales representativos de su cultura. A tra- vés de un enfoque cualitativo, se realizó una revisión biblio- gráﬁca complementada con trabajo de campo que incluyó observación directa. Los resultados indicaron que la carencia de señaléticas obstaculizaba el desarrollo económico y so- cial de la región. La propuesta desarrollada incluyó tres tipos principales de señalización: vallas informativas, señales de aproximación y tótems turísticos. Estos diseños se ajustaron a las normativas nacionales e integraron símbolos culturales autóctonos para reforzar el sentido de identidad y pertenen- cia en la comunidad. El estudio concluyó que la implemen- tación de este sistema de señalización tendría el potencial de dinamizar el turismo, contribuir al desarrollo sostenible del cantón, mejorar la calidad de vida de sus habitantes y aumen- tar la visibilidad de sus recursos naturales y culturales tanto a nivel nacional como internacional. Palabras clave señalética turística, cultura Jama-Coaque, diseño gráﬁco, identidad cultural, desarrollo sostenible, tu- rismo rural. How to cite Macías, J. J., Lazo, O. R., & Jácome, V. X. (2023). Tourist signage: design proposal based on representative elements of the Jama-Coaque culture. Journal of Advances Education, Sciences and Humanities, 1(1), 15-19. https://doi.org/10.5281/zenodo.1460191 1 Universidad San Gregorio de Portoviejo, Ecuador. 2 Universidad Estatal del Sur de Manabí, Jipijapa, Ecuador.

J. Adv. Educ. Sci. Humanit. (January - June 2023) 1(1): 15-19 16 Introduction The canton of Jama, located in the province of Manabí, faces an evident social need due to the lack of an eﬃcient visual communication system that optimizes the information and signage of its tourist attractions. This deﬁciency limits the interest of both national and international visitors, ne- gatively aﬀecting the area’s visibility (Gambarota & Lorda, 2017). This issue directly impacts the canton’s economic and social development, as no graphic resource has been imple- mented to highlight and promote the tourist points of interest in the region. This study aimed to design a tourist signage system that helps visitors identify and locate the natural riches and points of interest in the canton of Jama. This proposal seeks to po- sitively impact the region’s limited economic development, focusing on beneﬁting the local inhabitants. The economic dynamization resulting from this project could signiﬁcantly improve the population’s quality of life, fostering sustainable and equitable development for the canton. Methodology The research was developed using a qualitative approach, integrating relevant concepts and theories that facilitated a comprehensive understanding of the design and implemen- tation of tourist signage in the Jama canton. To achieve the objectives, ﬁeldwork was conducted, including the direct collection of data and information at the study site, which allowed for the identiﬁcation of the canton’s daily dyna- mics and an analysis of how these are aﬀected by the lack of appropriate tourist signage. The proposal development included vernacular elements that highlight the history of the canton’s ancestral cultures while promoting local tourist attractions and contributing to the region’s economic and so- cial development. Results and discussion In the province of Manabí, the lack of tourist signage re- presents a signiﬁcant obstacle to its localities’ economic and social development. Although the Provincial Strategic Plan for Sustainable Tourism in Manabí (2008) proposes impro- ving roads and providing them with horizontal and vertical signage, including tourist signage, ﬁeld observations re- vealed a notable discrepancy with these guidelines. Many areas lack an adequate signage system to help residents and visitors navigate, limiting the region’s national and interna- tional tourism potential. This issue reﬂects the urgent need to address this aspect to boost tourism and foster regional progress (Gambarota & Lorda, 2017). Promoting tourism in a region requires resources aimed at both visitors and the services they demand. One key element is the proper implementation of a visual communication sys- tem. This ensures that tourists have clear and safe access to information, highlighting the importance of signage as a cri- tical factor for the development of tourism in an area (Baloch et al., 2023). Tourist signage, especially in rural areas, facilitates orien- tation and encourages visitor arrivals, positively impacting the local economy. Additionally, by installing strategic bi- llboards, a place’s tourist attractions can be identiﬁed and highlighted, providing visitors with the necessary informa- tion for a more enriching and seamless experience. Signage guides tourists on their journey and helps them better unders- tand the surroundings, contributing to the safety and eﬃcien- cy of tourist transit (Huete-Alcocer & Valero-Tévar, 2021). An important aspect of signage is its inﬂuence on human behavior, as it establishes functional relationships between orientation signs in space and individuals’ responses. Proper signage implementation can modify people’s perception and attitude towards a territory, improving their interaction with their surroundings. In this sense, the Cantón Jama, historica- lly overlooked, could greatly beneﬁt from a signage system that enhances its tourist and regional attractions (Meis & Kashima, 2017). Signage is a universal language that provides quick and practical solutions to informational and directional pro- blems. Its primary function is to meet tourists’ orientation and information needs, helping them reach their desired des- tinations (Alamineh et al., 2023). This system spans various areas of everyday life, such as transportation, security, heal- th, and leisure, and its growing demand has been driven by the need for clear and accessible visual communication in diﬀerent contexts. Some approaches to signage adopt a more functional pers- pective, emphasizing its practical role in orientation and communication. In this regard, some authors suggest that signage, through symbols, labels, and marks, conveys clear messages and guides behaviors in speciﬁc spaces (McDona- gh et al., 2005). This research adopted a more comprehensi- ve perspective, considering signage as part of a visual com- munication system that responds to speciﬁc codes designed to solve problems of location and territorial recognition. This approach is particularly relevant in the tourism con- text, where the guidelines from the Ministry of Tourism of Ecuador establish rules for designing and implementing sig-

J. Adv. Educ. Sci. Humanit. (January - June 2023) 1(1): 15-19 17 nage at the national level. With this in mind, we propose de- signing a signage system for Cantón Jama that aims to con- tribute to revitalizing tourism in the province of Manabí. In the current context, marked by the eﬀects of the COVID-19 pandemic, tourism has been one of the most impacted sec- tors, making this proposal even more relevant. The imple- mentation of a signage system, along with an advertising campaign, could encourage the arrival of both national and international tourists, aiding the region’s economic recovery (Vallejo & Álvarez, 2022). The design of the signage system for Cantón Jama is based on the guidelines of the Manual of Tourist Signage (2014), which establishes requirements to ensure the oﬃcial validi- ty of signage. However, this proposal also incorporates ele- ments from the native Jama-Coaque culture to strengthen territorial belonging and reﬂect the cultural identity of the canton, contributing to the design discipline. Cantón Jama, located in the province of Manabí, has a po- pulation of 23,253 inhabitants and an economy focused on shrimp and ﬁsh exportation, although it also has agricultural and livestock potential. The region is known for its varied cuisine, such as tonga and chicken broth, and its coastal geo- graphy, with beaches surrounded by cliﬀs, where hotels oﬀer stunning views. The tropical primary forests and their fauna also contribute to the canton’s tourist appeal. Given the geographic and ecological diversity, implemen- ting an adequate signage system is crucial for helping tou- rists and locals navigate and promoting visits to the canton’s various destinations. This proposal would improve the visi- tor experience and contribute to the canton’s economic and sustainable development, beneﬁting the community and the tourist businesses (Santamaría-Freire & López-Pérez, 2019). Tourist signage is essential for communication and orien- tation, helping tourists interact with their surroundings and providing immediate trust and information. It is also key for space management and tourism promotion, as it provides information about location and available destinations, crea- ting a harmonious relationship with the environment (More- no-Quispe et al., 2023). In Jama, inadequate signage aﬀects local economic deve- lopment because there is no eﬃcient system to guide tourists and facilitate their destination access. An example of pre- vious signage includes the three-dimensional letters, which have deteriorated due to social and natural factors, such as the 2016 earthquake. The proposed system followed the guidelines from the Mi- nistry of Tourism of Ecuador and was complemented with elements from the native Jama-Coaque culture. It consisted of three types of signs: informational billboards, placed at the canton’s entrances to welcome visitors; tourist approach signs, indicating proximity to points of interest; and tourist attraction totems, providing detailed information about tou- rist routes, such as the Spondylus Route, and incorporating the route’s logo to strengthen regional identity. The informational billboards (Figure 1) should have a green background and welcome visitors upon entering the canton. They should be placed at the entry points of the can- ton’s jurisdiction. The recommended font is Helvetica Neue (Bold), known for its good readability even from a distance. The billboards should be covered with reﬂective material to ensure visibility at night. The text is distributed across two centered lines, with the welcome message on the ﬁrst line. Figure 1. Informational billboards. It is recommended to use anodized aluminum sheets of 2 mm, on which retroreﬂective material is applied. The base is supported by a concrete cube of 1200 x 1200 mm x 2000 mm, reinforced with an iron frame consisting of 12 rods, each 2000 mm in length and 24 mm in diameter. The tubular structure of the post should have a diameter of 780 mm and a length of 12,200 mm, with the height achieved by stacking sections of tubes measuring 1.22 m in height, made from black iron plates of 1.22 x 2.44 m. For the development of the approach tourist signs (Figure 2), it is recommended to use segments of treated and sanded teak wood with a thickness of 40 mm and at least two coats of teak oil applied. The bases can be supported by cyclopean concrete cubes measuring 300 x 300 mm and 500 mm deep, which are cast on-site after leveling the posts. The sign pa-

J. Adv. Educ. Sci. Humanit. (January - June 2023) 1(1): 15-19 18 nels feature a joining structure made up of two segments of teak wood measuring 80 mm x 40 mm x 1000 mm, attached to the substrate with 2.5” (63.5 mm) screws, concealed by teak wood plugs. The pictograms should adhere to the colors and designs established by the Ministry of Tourism, with brown, which represents natural and cultural attractions, being the recom- mended color. The pictograms should be placed at a height of 1500 mm. The posts should be round eucalyptus trunks treated for immunity, with a minimum diameter of 120 mm at their thinnest part. It is important to select uniform trunks to ensure stability and consistency in the installation. high resolution, covered with a UV sheet and 10 mm thick tempered glass, sealed hermetically with silicone to prevent condensation. The outer structure of the totem is made from a galvani- zed iron sheet measuring 1.20 x 2.40 m, with a width of 200 mm and a thickness of 2 mm. The edges of the structure are bent an additional 20 mm, creating 90° angles that serve as the front support for mounting the panels. If more than one sheet of steel is needed, they should be welded cleanly and smoothly to ensure the stability and appearance of the totem. Several factors must be considered when implementing tourist signage. Visual appeal is one of the most important, as the signs must capture the attention of tourists using easily noticeable colors, shapes, and structures. Location plays a key role, as the signs must be placed strategically to ensure good visibility, allowing visitors to orient themselves quic- kly. The design and dimensions must comply with the regu- lations of the Ministry of Tourism. Figure 3. Tourist totems. Conclusions Tourist signage is essential for guiding, mobilizing, and informing visitors. It ensures eﬃcient routes to points of in- Figure 2. Tourist approach signs. The tourist attraction totems (Figure 3) are designed using speciﬁc materials to oﬀer high visibility and durability. The typography is Helvetica Neue (Bold), chosen for its readabi- lity even from a distance. The totems are covered with reﬂec- tive material to facilitate nighttime visibility. The legend is placed in two centered lines, with the ﬁrst being a welcoming phrase. The totem is composed of two sheets of triple galvanized steel, 1.5 mm thick, ﬁxed to the square tubes of the structure with ﬂat screws so that they are not visible from the front of the screen. The panels are attached with rivets or screws to the folds of the outer structure, also made of galvanized steel, with their ﬁxings not visible from the front. The bac- kground is a printed vinyl adhesive sheet in full color and

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