“The City of Parks” is a marketing strategy for the tourist promotion of parks in the city of Bucaramanga, Colombia. This project has been developed within the academic program of Sustainable Tourism of the Technological Units of Santander. The qualitative methodology with a descriptive scope has been carried out in two phases. First we carried out a diagnosis of the understanding of the tourist environment based on the use of five research tools on the potential development of different tourist destinations. The second has been focused on the creation of tourist products from the existing spaces in the city and the generation of marketing mix strategies for their tourist promotion. From the approach of this strategy, a lack of political commitment to develop and maintain activities that allow the tourist promotion of the city through territorial marketing can be deduced.
|Translated title of the contribution
|“The city of parks” a marketing strategy for the promotion of tourism in the city of Bucaramaga, Colombia
|Number of pages
|RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
|Published - Oct 2020