Lineamientos estratégicos de un plan para la organización e internacionalización de los actores del sector turístico en el departamento de Santander

Abstract

The following research looks to contribute with basic information to the department of Santander in the sector of tourism, through a selected model of productive agglomeration. This method allows to show how the territory might become a tourist destination of quality and link into an international competitive market, with big opportunities of positioning. The study made an actors general diagnosis and the current offer by provinces and municipalities. To know in depth the sector dynamics of the department, it was made a descriptive statistical analysis and another multivariate, which allowed to form tree homogeneous groups of municipalities according to levels of tourist development and differences between them. Likewise, it was found positive and negative aspects about factors like tourism assets allocation, enterprises, road infrastructure, tourist promotion, endogenous sector and population. In conclusion, for the internationalization of departmental tourism, it is recommended to follow strategic guidelines of: (a) institutional organization; (b) governability; (c) social inclusion; (d) international economic integration; (e) territorial marketing. This is in order to integrate horizontally and vertically the actors, through tactics of associativity in the links and tourist value chain; also design strategies to promote regional tourist development through commercial insertion of the sector in national and international markets.