Diseño de la Estrategia de Comunicaciones Integradas de Marketing en torno al Programa de Marketing Social de Turismo Civilizado en Villa de Leyva

Abstract

Villa de Leyva has established itself as a leading tourist destination in the department of Boyacá, thanks to its architectural, natural and cultural wealth. Its attractiveness has made this municipality a reference that attracts local, national and international tourists throughout the year. However, the rapid growth of tourism has brought with it significant challenges that threaten the sustainability of the destination. Given this situation, this article presents the findings obtained from the design and piloting of an integrated marketing communications strategy (IMC), developed within the framework of the social marketing programme for civilized tourism in Villa de Leyva "I like to travel, I like to take care". The project was developed through a qualitative approach in three phases: diagnosis, piloting and implementation using tools such as advertising, public relations and direct marketing, based on models such as AIDA, DAGMAR and Barthes, aimed at generating behavioural changes in tourists. The results show a positive impact on social networks, with a representative growth in followers and visualizations. In addition, more than 20 strategic alliances were established with local actors, which allowed for face-to-face activities such as reforestation days, responsible tenure campaigns and craft workshops, actively promoting sustainable tourism in the territory