Destinos oscuros: Un análisis comparativo del marketing del turismo oscuro en Tunja y Río de Janeiro

Abstract

This comparative analysis between the marketing used in Rio de Janeiro as dark tourism and its variation to be applied in the city of Tunja aims to identify promotion strategies for developing unexplored tourist destinations and experiences, as well as to evaluate, through analysis, the effectiveness in attracting visitors and boosting the local economy. Its main objective is to understand how marketing contributes to the promotion of dark tourism while respectfully sharing the history and traditions of the region with visitors and generating more points of interest for a target audience. Likewise, the proposed strategies to be applied in the city of Tunja after what was learned during the academic mission in Río de Janeiro are explained. Key recommendations are given to generate dark tourism as a tourist route in the city of Tunja, respecting its traditions and population.