Análisis Del Potencial Turístico Y Oportunidades Para La Innovación Comercial En La Iniciativa Clúster Sugamuxi

Abstract

This study examines the tourism potential and opportunities for commercial innovation within the Sugamuxi cluster in Boyacá, Colombia. The primary goal is to boost the competitiveness of the tourism sector through sustainable innovation practices and advanced technology adoption. Utilizing a descriptive and correlational approach, the research gathers and analyzes emerging tourism trends, successful innovation cases, and current tourist needs in Boyacá. The methodology includes creating an affinity diagram and developing three scenarios (optimistic, neutral, and pessimistic) to assess the cluster's potential growth based on investments in technology and sustainability. In the optimistic scenario, the cluster becomes highly competitive by adopting sustainable practices and digital tools such as mobile applications, augmented reality, and centralized information systems, which enhance the tourist experience and position Sugamuxi as an innovative, responsible destination. The neutral scenario envisions moderate growth through local collaboration and strengthened alliances, while the pessimistic scenario predicts limited growth due to a lack of technological investment, reducing the cluster’s appeal. Findings highlight that sustainable practices and experience personalization through technology are essential for attracting modern, conscious, and discerning tourists, which in turn increases both tourist satisfaction and the region’s competitive positioning.