Ballesteros, CarmenGracia, GabrielaOcaña, AndreaJácome, Cory2019-06-052019-06-052018Revista Lasallista de Investigación Vol. 15 No 2 20181794-4449http://hdl.handle.net/10567/2327Introduction. The cultural identity represents the values, pride, customs, beliefs and behaviors that are part of a social group and that act with the mission of engendering a feeling of belonging. This culture can become the main pillar of each locality; Therefore, it is necessary to protect, defend and protect it, so that this strength can become a competitive advantage. Objective. Analyze cultural promotion as a tool to strengthen the Afro-Emerald identity. Materials and methods. They include interviews conducted with experts in the area of art, culture and promotion, as well as prominent figures in the different disciplines that frame the culture of Esmeraldas such as poetry, song, painting, sculpture, music, Marimba and sports. In addition to the contribution of citizenship through surveys and pentrevistas. Results The prominent figures in the Esmeralda culture indicate that they are satisfied with the work they have done. It was identified that citizens feel very identified (35%) or identified (47%) with the Afro-Emerald culture; and the biggest identity feature is the marimba, with 45%. However, 23% do not attend any cultural event in the city due to lack of dissemination. Conclusions The investigation made it possible to determine that strengthening the Afro-Emerald identity is a complex task that should be fostered in the home and educational institutions. Finally, the researchers recommend implementing strategies for the creation and dissemination of cultural products to conserve and protect the Afro-Emerald identityesAcceso abiertoCorporación Universitaria LasallistaIdentidad culturalSociedad y culturaPromoción culturalArticleinfo:eu-repo/semantics/openAcces