Examinando por Materia "Marketing de destino"

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    Análisis de los aspectos turísticos de Titiribí, Antioquia, para una estrategia de marca destino
    (Universidad EAFIT, 2026-04-30) Upegui Berrío, Mariana; Rojas de Francisco, Laura Isabel; Bedoya, Beatriz Eugenia
    Titiribí is a mountainous municipality in the southwest of Antioquia, Colombia, whose traditional economic sources have been coal and gold mining, and agriculture. The first approach to tourism, led by the Municipal Administration, took place in the 2008 Development Plan, but the Tourism Development Plan was only consolidated in 2021. From this plan, the Marca Titiribí project was born, with the aim of boosting the economy by highlighting its tourist attractions and with the hope of positioning Titiribí as a Magic Municipality of Antioquia, changing its name from Titiribí: Land of Culture and Landscapes to Titiribí, Land of Mules, Trovas and Coffee. Given that the brand-building process lacks sufficient public information on community input and opinion, this research analyzed tourism aspects of the municipality through the perceptions and experiences of key members of the population, providing a basis for future decision-making regarding the management and promotion of the destination. Methodologically, the study adopted a qualitative exploratory approach, using open interviews and documentary review of development plans, historical records, and official communications. The research concluded that the tourism positioning strategy should be articulated around three axes: capitalizing on the municipality's heritage diversity by integrating all its distinctive elements, strengthening the role of the local community through training and participation, and developing tourism infrastructure and communication in a planned manner. The study evidenced the need to build the destination brand with greater citizen participation, reflecting the diversity of local heritage and strengthening internal ownership.
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    Aporte de la estrategia del marketing de destino para el posicionamiento de Bogotá como destino gastronómico
    (Universidad EAFIT, 2021) Castro Lozano, Juan Carlos; Lleras Lozano, Mario Alberto; Rojas De Francisco, Laura Isabel
    This study arose from the limited documentation on the gastronomic offer and its opportunities in Bogotá and sought to identify the gastronomic aspects that Bogotá has to contribute to a destination marketing strategy. It was an exploratory and mixed research, with a mostly descriptive component, which was supported by the analysis of structured and semi-structured interviews with people involved in the field of gastronomy and tourism, surveys of diners and secondary sources. Among the main findings of the field work, it is highlighted that Bogotá has the elements to consolidate itself as a gastronomic tourist destination, since in the city there is a varied culinary offer, the development of gastronomic products and of the food industry, the rise of market places, fairs and gastronomic outreach events, as well as culinary research and training centers. In addition, while tourists seek experiences related to local culture, nationals are interested in a sophisticated offer of foreign culinary options. This research suggested that the capital has yet to explore different destination marketing strategies based on the perceptions of residents, national visitors and international tourists, as well as messages that highlight the uniqueness of the city in terms of its gastronomic scene, areas and gastronomic routes, cultural diversity, tourist infrastructure, and the type of visitors it attracts. The above is constituted as a fundamental aspect for the positioning of Bogotá as a gastronomic destination worldwide. The present degree work presented limitations for its development due to the global pandemic of the coronavirus (COVID-19), which made it difficult to survey foreign visitors and tourists and affected the measurements regarding the evolution of tourism, consumption and the gastronomy sector, in the short and medium term.
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    Atributos para el posicionamiento de la marca región Antioquia
    (Universidad EAFIT, 2024) Soto Cárdenas, Leidy Carolina; Restrepo Díaz, David Alejandro; Ministerio de Ciencia, Tecnología e Innovación, programa “Jóvenes Investigadores e Innovadores”.
    Currently, Colombia is experiencing a 175,8 % increase in the influx of non-resident visitors, with Medellín standing out as the second city receiving the most tourists after Bogotá. This phenomenon highlights the tourist potential of Antioquia, making it a key destination for regional economic development. In this context, the creation of a regional brand becomes indispensable for driving economic growth through the tourism identity of the Antioquia department. This research, part of the Master's program in Marketing at EAFIT University, aims to establish the attributes for effectively positioning the Antioquia regional brand. To achieve this, a study was conducted on nine municipalities recognized as prominent tourist destinations in the Antioquia region. The methodology employed is qualitative, utilizing exploratory research techniques to delve into the perceptions and experiences of both residents and visitors. It is expected that the results obtained will provide a deeper understanding of the distinctive elements that characterize Antioquia as a tourist destination, as well as the areas of opportunity that can be leveraged to strengthen its positioning in the national and international markets. Additionally, these findings will serve as a starting point for future research and strategies related to the construction of the Antioquia regional brand, thus contributing to the sustainable development and economic growth of the region as a whole.