“La ciudad de los parques” una estrategia de marketing para la promoción turística de la ciudad Bucaramanga, Colombia

Norberto Fabián Díaz Duarte, Antonia María Moreno Cano, Lizandro Angulo Rincón

Resultado de la investigación: Artículos / NotasArtículo Científicorevisión exhaustiva

Resumen

“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.

Título traducido de la contribución“The city of parks” a marketing strategy for the promotion of tourism in the city of Bucaramaga, Colombia
Idioma originalEspañol
Páginas (desde-hasta)415-427
Número de páginas13
PublicaciónRISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
Volumen2020
N.ºE36
EstadoPublicada - oct. 2020
Publicado de forma externa

Palabras clave

  • Bucaramanga
  • Tourism
  • Tourism product
  • Tourism promotion, marketing mix

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