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Propuesta para el desarrollo de mercadeo turístico para la sabana centro de Cundinamarca

Author

Listed:
  • Germán Rodríguez Escobar

Abstract

El turismo en Colombia es una actividad que viene siendo protagonista en la economía regional, principalmente porque es fuente generadora de empleo y motor de cadenas productivas en los diferentes sectores tanto públicos como privados, mediante la articulación de empresas de comercio y servicios como hoteles, restaurantes, bares, agencias de viajes, transporte, tiendas de artesanías, centros culturales, entre otras. La propuesta comienza por desarrollar un diagnóstico del entorno de la región. Allí se identifican los factores que influyen en cada municipio para fomentar e impulsar el potencial turístico y la apertura de nuevos atractivos; en segunda instancia, se busca articular en un proceso la información relevante sobre temas ecológicos, culturales, comerciales, empresariales, sitios de interés tanto rurales como urbanos y de servicios diferenciales, que son de interés para un turista; en tercera instancia, se busca formular la propuesta de mercadeo turístico integral que contenga una dinámica desde la explotación de los atractivos del municipio, rutas turísticas, el descubrimiento de nuevos tipos de turismo, hasta la comunicación y promoción

Suggested Citation

  • Germán Rodríguez Escobar, 2016. "Propuesta para el desarrollo de mercadeo turístico para la sabana centro de Cundinamarca," Revista Equidad y Desarrollo, Universidad de la Salle, issue 25, pages 225-244, January.
    • Handle: RePEc:col:000452:016276
    DOI: 10.19052/ed.3728
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    More about this item

    Keywords

    Territorio; marca regional; sinergias empresariales;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L29 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Other
    • Q24 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - Land

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