Estrategia de marketing experiencial a partir de herramientas tecnológicas, para la promoción del turismo en Boyacá, caso de estudio Museo del Chocolate en Villa de Leyva

Abstract

The objective of the research is to identify the technological tools that from the experiential marketing allow the increase of the promotion and positioning of tourism in the municipality of Villa de Leyva, specifically in the Chocolate Museum, as a reference for the department of Boyacá. It is based on an exploratory-descriptive type of research since it is based on annexed information to be contrasted with the information that will be collected through surveys to be analyzed and thus provide the expected results. Currently, the problem is evident in Boyacá since the situation seems to have no articulation be-tween the actors of the tourism value chain, little presence of market research resulting in little documentation that allows decision making and an accurate use of technologies that show the benefits of the municipality of Villa de Leyva, generating an interruption in terms of assertive commu-nication that should be had with the consumer. Additionally, with its activity (tourism) it contributes 2.65% to the National GDP according to the Governor's Office of Boyacá, which is low compared to the potential of the department (Colombia, 2022), being a representative figure for Boyacá, but not at the National level.