Tunja En El Mapa: Estrategias De Marketing Territorial Para El Desarrollo Del Turismo

Abstract

The objective of this study is to analyze territorial marketing in the promotional strengthening of tourism in the city of Tunja. For this purpose, a methodology with a mixed approach was applied, combining qualitative and quantitative techniques through surveys to a sample of the population and an interview to the tourism coordinator of Tunja. The current tools and channels used for tourism promotion were also identified, evaluating their effectiveness through monitoring in social networks, citizen perception and previous studies. The results show that, although Tunja has great potential in terms of heritage and culture, there are deficiencies in infrastructure and digital promotion strategies. There was evidence of a low level of coordination between public and private entities, as well as a limited presence in digital media, which affects the competitiveness of the destination. Based on the analysis, improvement actions were proposed, such as strengthening public-private partnerships, increasing the tourism offer and optimizing the use of digital tools. It is concluded that territorial marketing represents a key strategic tool for positioning Tunja as an attractive tourist destination, provided that actions are focused on strengthening local commerce and consolidating a clear and coherent territorial identity.