Estrategias de segmentación, diferenciación y posicionamiento para el ecoturismo en el Municipio de Oiba Santander

Abstract

The problem detected focuses on the need to promote ecotourism in the Municipality of Oiba so that it emerges as an alternative socio-economic activity, to free the municipal economy from exclusive dependence on commerce and the agricultural sector. The objective was to design segmentation, differentiation and positioning strategies for ecotourism in the Municipality of Oiba, Santander, for which it was proposed to describe the tourist sites, develop segmentation and differentiation strategies for ecotourism, and define the positioning strategy. Regarding the methodology, a descriptive investigation was drawn up, where the dependent and independent variables were contemplated and the procedure was outlined, as well as the instruments to be used. Through a technical file the relevant information is described, as well as its particularities. 8 sites were characterized: the Chaguata Waterfalls, the Cachalu Cave, the Oibita River, the Cantabrica Cave, the Bujadora Cave, the Honda Quebrada, the Industrial Toboggans and the Peñuela piles, which are conducive to the practice of activities. ecotourism. Within the results and discussions, for the segmentation strategy, the target market was defined through the segmentation criteria and the selection of the market. For differentiation, a survey aimed at the sample population defined in the methodological design was designed, applied and tabulated, and a package of quality services was designed to be offered to tourists. With the collected data, a perceptual map was elaborated. According to the perception of the tourists, the position of these companies was located and possible ideal positions were identified to strengthen Oiba's ecotourism in the region.