LA CIUDAD DE CHILLÁN POSEE UNA RED VIAL ESTRUCTURADA EN BASE A LA INFRAESTRUCTURA FÍSICA QUE LA CIUDAD HA DESARROLLADO DESDE SU FUNDACIÓN, ORGANIZÁNDOSE EL TRÁFICO VEHICULAR COLECTIVO EN TORNO A ÉSTA, GENERANDO ASÍ RUTAS DE TRANSPORTE DESDE LA PERIFERIA HASTA EL CENTRO DE LA CIUDAD. LA INVESTIGACIÓN ANALIZARÁ CÓMO EL TRÁFICO VEHICULAR QUE CIRCULA EN LA RED CÉNTRICA DE LA CIUDAD DE CHILLÁN, AFECTA LOS ÍNDICES DE ACCESIBILIDAD. EN ESTE CONTEXTO, LA INVESTIGACIÓN TOMA COMO OBJETO DE ESTUDIO LA RED VIAL CÉNTRICA DE CHILLÁN Y EL FLUJO VEHICULAR DESDE LA PERIFERIA AL CENTRO, ENMARCÁNDOLA EN EL ANÁLISIS DE LAS REDES, SU ACCESIBILIDAD Y EN EL SISTEMA DE ORDENACIÓN DE LOCOMOCIÓN COLECTIVA. LA HERRAMIENTA MÁS IDÓNEA PARA ESTABLECER DICHO ANÁLISIS LO CONSTITUYEN LOS SISTEMAS DE INFORMACIÓN GEOGRÁFICA, QUE PERMITEN MODELAR LA REALIDAD EXISTENTE Y ADEMÁS GENERAR PROPUESTAS DE FLUJO VEHICULAR QUE AUMENTEN LOS NIVELES DE ACCESIBILIDAD AL CENTRO DE LA CIUDAD DE CHILLÁN.

THE APPLIED GEOMARKETING, FOR COMMERCIAL PURPOSES, ADDRESSES ELEMENTS OF MARKETING, INCORPORATING SPATIAL PERSPECTIVES, ALL SUPPORTED BY GIS. IT ANALYZES MARKET THEMES, COLLABORATING IN THE PRIVATE COMMERCIALIZATION OF GOODS AND SERVICES, DEFINING COMMERCIAL GEOGRAPHIC COVERAGE AND MAKING THESE BUSINESSES PROFITABLE. THESE TECHNIQUES ALSO APPLY TO THE ANALYSIS AND EVALUATION OF PROJECTS EFFECTIVELY SUPPORTING SOCIAL PROGRAMS ORGANIZED BY THE PUBLIC SECTOR OR OTHER USERS, MEETING NEEDS IN URBAN COMMUNITIES: GENESIS OF SOCIAL GEOMARKETING, A NEW ORIENTATION. IT SEEKS TO INCREASE THE WELFARE OF CITIZENS; EX. LOCATION OF EDUCATIONAL, HEALTH, SPORTS EQUIPMENT OR SUPPORT TO THE APPLICATION OF POLICIES AND PROGRAMS TO TARGETED BENEFICIARIES. THIS ARTICLE, BASED ON I+D+I PROJECTS CAR- RIED OUT BY THE AUTHORS, PROPOSES A METHODOLOGICAL AND COMPUTERIZED SYSTEMATIZATION, TO APPLY GEOMARKETING FROM BOTH PERSPECTIVES ORIENTED TO THE USER. IT IDENTIFIES INFORMA- TION, STAGES, OWN AND SHARED PROCESSES, MORE RESULTS OBTAINED. A COMMERCIAL CASE AND A SOCIAL CASE ARE TRIED AT THE CENTRO METROPOLITANO DE CONCEPCIÓN, BIOBÍO REGION, CHILE.

LA MOVILIDAD ES UN PROBLEMA MULTIFACTORIAL. ENTRE SUS ASPECTOS FIGURA LA SUBJETIVIDAD DE LOS CIUDADANOS, ASOCIADA A PERCEPCIONES DE LOS PROBLEMAS QUE DETECTAN, SENSACIONES Y EMOCIONES QUE LES PROVOCA LA EXPERIENCIA DE MOVILIDAD. SIN EMBARGO, ESTOS ELEMENTOS, NO SON APROPIADAMENTE CONSIDERADOS EN LA FORMULACIÓN DE LOS RESPECTIVOS PLANES. LA PREGUNTA DE INVESTIGACIÓN QUE SE PLANTEA ES, SI LA PARTICIPACIÓN ADEMÁS DE IDENTIFICAR ELEMENTOS OBJETIVOS PARA UN PLAN, TAMBIÉN LO PUEDE HACER CON LOS ELEMENTOS SUBJETIVOS. EL ARTÍCULO DESCRIBE CÓMO SE EXPLORARON E IDENTIFICARON DICHOS ASPECTOS PARA SER INCLUIDOS EN LA FORMULACIÓN DEL PLAN DE MOVILIDAD SOSTENIBLE PARA EL ÁREA METROPOLITANA DE CONCEPCIÓN, CHILE, REALIZADO EL AÑO 2017. SE UTILIZÓ UNA METODOLOGÍA PARTICIPATIVA IMPLEMENTADA A TRAVÉS DE TALLERES Y ENCUESTAS APLICADAS A INFORMANTES CLAVES. LOS DATOS FUERON ANALIZADOS DE ACUERDO TRIANGULACIÓN METODOLÓGICA Y CRITERIOS DE MOVILIDAD SOSTENIBLE. UNO DE LOS HALLAZGOS DESTACADOS, ES LA FUNCIONALIDAD Y EFICACIA QUE LA METODOLOGÍA PARTICIPATIVA LOGRA PARA IDENTIFICAR EL PAPEL DE LAS EMOCIONES EN LA PLANIFICACIÓN. OTRO HALLAZGO ES LA MENCIÓN EN UN 70% DE EMOCIONES NEGATIVAS. TAL RESULTADO, PLANTEA LA PREOCUPACIÓN CON RELACIÓN A COMO SE ESTÁN LLEVANDO A CABO LAS ACTUALES POLÍTICAS Y PROCEDIMIENTOS DE DISEÑO E IMPLEMENTACIÓN DE PLANES DE MOVILIDAD, LOS QUE NO CONSIDERAN ADECUADAMENTE ESTOS ASPECTOS.

THE COVID-19 PANDEMIC AFFECTED PEOPLE?S MOBILITY AND ACCESS TO URBAN ACTIVITIES. WHEN THE CONTAGION WAS AT A COMMUNITY LEVEL, QUARANTINE MEASURES WERE TAKEN, CAUSING POPULATION IMMOBILITY. THE LACK OF ALTERNATIVES SIGNIFICANTLY ALTERED THE SATISFACTION OF PEOPLE?S BASIC NEEDS. THE OBJECTIVE OF THIS ARTICLE WAS TO EXPLORE AND GENERATE REAL ACCESSIBILITY INDICATORS FOR GOODS AND SERVICES, IN ADDITION TO THE LEVELS OF SPATIAL SATISFACTION OF THE POPULATION, AT A REGIONAL LEVEL IN THE METROPOLITAN AREA OF CONCEPCIÓN, CHILE. TO FOCUS ON CITIZENS? SOCIAL WELFARE, SOCIAL GEOMARKETING WAS APPLIED AS THE METHOD, OBTAINING THE DELIMITATION OF ACCESSIBILITY AREAS FOR GOODS AND SERVICES THROUGH POPULATION SURVEYS AND THE DELIMITED SPATIAL DECELERATED SATISFACTION. PRE-PANDEMIC AND DURING-PANDEMIC SITUATIONS WERE EVALUATED. THE RESULTS SHOWED AN IMPROVEMENT IN THE DELIMITATION OF ACCESSIBILITY AREAS OF GOODS AND SERVICES, AS THE CITIZENS? PREFERENCES AS CONSUMERS WERE INCLUDED, REVEALING AN INCREMENT DURING THE PANDEMIC, ESPECIALLY IN THE FOOD TYPOLOGY. IN THE SAME WAY, THE EXISTENCE OF GEOSPATIAL SATISFACTION AND ITS INCREMENT UNDER THE PANDEMIC CONTEXT WHEN ACCESSING THE DIVERSE FACILITIES THAT OFFER THESE KINDS OF GOODS WAS CONFIRMED. IN CONCLUSION, THE SATISFACTION AREAS WERE USEFUL FOR ANALYZING URBAN FORM DESIGNS AND FOCUSING THEM TO PROMOTE REVITALIZATION, AS WELL AS FOR INCLUSIVE AND SUSTAINABLE URBANIZATION AND PROACTIVE MEASURES TO MAKE URBAN AREAS MORE RESILIENT TO NATURAL OR HUMAN RISKS, INCORPORATING THE ROLE OF GEOSPATIAL TOOLS FOR PROMOTING SUSTAINABLE URBAN DEVELOPMENT.

IN RECENT DECADES, SUSTAINABILITY HAS BECOME ONE OF THE GUIDING OBJECTIVES TO INSPIRE SUBSTANTIAL CHANGES IN URBAN MOBILITY. DEVELOPMENTS ARE CRITICAL TO SERVE A RAPIDLY GROWING WORLD POPULATION, ESTIMATED TO REACH 9.7 BILLION PEOPLE BY 2050 (UNITED NATIONS, 2019). THIS SIGNIFIES HIGH DEMANDS FOR URBAN MOBILITY AS CITIES ARE HOME TO 54% OF THE POPULATION (UNITED NATIONS, 2018). FURTHERMORE, 64% OF TOTAL TRIPS ARE MADE IN URBAN ENVIRONMENTS AND NUMBER OF TOTAL URBAN KILOMETERS TRAVELED IS EXPECTED TO TRIPLE BY 2050 (VAN AUDENHOVE ET AL., 2013). IN THIS CONTEXT, URBAN MOBILITY CAN BE DEFINED AS THE CAPACITY TO SATISFY THE NEEDS OF CITY INHABITANTS BY OFFERING APPROPRIATE METHODS OF TRANSPORTATION. SATISFYING MOBILITY NEEDS IN A SUSTAINABLE WAY NOT ONLY CONSIDERS ENVIRONMENTAL ASPECTS, BUT ALSO INCORPORATES ECONOMIC AND SOCIAL DIMENSIONS (DEMPSEY ET AL., 2011). THUS, THE MAIN CHALLENGE POINTS TO THE INTEGRATION OF SUSTAINABLE TRANSPORT AND URBAN PLANNING IN ALL ITS DIMENSIONS. ACCESSIBLE, SAFE TRANSPORT OPTIONS, ALONG WITH WALKABLE AND CYCLABLE ENVIRONMENTS CONSTITUTE KEY ASPECTS FOR QUALITY OF LIFE (CERVERO, 2013).