Estrategias de marketing y comunicación para el desarrollo sostenible y preservación de la identidad cultural en las comunidades rurales de Boyacá.

Abstract

In order to promote their engagement in sustainable development models, rural communities in Boyacá must integrate marketing and communication techniques that take into account local cultural and productive realities. In order to support sustainable development, improve livelihoods, and maintain the cultural identity of rural communities in the Boyacá department, this article aims to provide contextualized marketing and communication methods. The methodology is a combination of a literature review and the use of surveys in rural communities using non-probabilistic sampling, with a documentary and descriptive scope in a non-experimental and cross-sectional design. It was discovered that marketing is primarily seen as a sales and promotion instrument, which represents a constrained understanding of its strategic breadth. It has been determined that strengtheningIn order to support sustainable development, improve livelihoods, and maintain the cultural identity of rural communities in the Boyacá department, this article aims to provide contextualized marketing and communication methods. The methodology is a combination of a literature review and the use of surveys in rural communities using non-probabilistic sampling, with a documentary and descriptive scope in a non-experimental and cross-sectional design.