Análisis del marketing de contenidos como estrategia de posicionamiento en destinos turísticos de lujo: el caso de Dubái como referente internacional

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dc.contributor.advisorZamora Escobar, Jairo Camilo
dc.contributor.authorAvila Avila, Shaylin Johanna
dc.contributor.corporatenameUniversidad Santo Tomás
dc.contributor.cvlachttps://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001526877
dc.contributor.googlescholarhttps://scholar.google.com/citations?user=9JQtMR8AAAAJ&hl=es&authuser=1
dc.contributor.gruplachttps://scienti.minciencias.gov.co/gruplac/jsp/visualiza/visualizagr.jsp?nro=00000000013054
dc.contributor.orcidhttps://orcid.org/0009-0005-0369-2473
dc.contributor.orcidhttps://orcid.org/0000-0002-9817-8311
dc.date.accessioned2026-05-12T16:53:05Z
dc.date.available2026-05-12T16:53:05Z
dc.date.issued2026-01-30
dc.descriptionEste estudio analiza el marketing de contenidos en Dubái, centrándose en su papel como estrategia cultural que integra arquitectura, narrativas digitales y diseño experiencial para el turismo de lujo. Mediante un enfoque cualitativo que combina observación, entrevistas y revisión documental, la investigación identificó cómo Dubái construye una marca global donde los turistas actúan como consumidores y embajadores digitales. Los hallazgos confirman que la narrativa urbana y arquitectónica, amplificada por el contenido generado por el usuario (CGU), consolida la reputación de la ciudad como modelo de lujo experiencial. La coherencia entre la narrativa digital y las experiencias vividas demuestra que el marketing de contenidos funciona como el eje central del posicionamiento internacional de la ciudad.
dc.description.abstractThis study analyzes content marketing in Dubai, focusing on its role as a cultural strategy that integrates architecture, digital narratives, and experiential design for luxury tourism. Using a qualitative approach that combined observation, interviews, and documentary review, the research identified how Dubai builds a global brand where tourists act as both consumers and digital ambassadors. Findings confirm that urban and architectural storytelling, amplified by user-generated content (UGC), consolidates the city’s reputation as a model of experiential luxury. The coherence between the digital narrative and the lived experiences demonstrates that content marketing functions as the central axis of the city's international positioning.
dc.description.degreelevelPregradospa
dc.description.degreenameProfesional en Negocios Internacionalesspa
dc.description.domainhttp://www.ustavillavicencio.edu.co/home/index.php/unidades/extension-y-proyeccion/investigacion
dc.format.mimetypeapplication/pdf
dc.identifier.citationAvila Avila, S. (2026). Análisis del marketing de contenidos como estrategia de posicionamiento en destinos turísticos de lujo: el caso de Dubái como referente internacional. [Articulo académico, Universidad Santo Tomás]. Repositorio Institucional
dc.identifier.instnameinstname:Universidad Santo Tomásspa
dc.identifier.reponamereponame:Repositorio Institucional Universidad Santo Tomásspa
dc.identifier.repourlrepourl:https://repository.usta.edu.cospa
dc.identifier.urihttp://hdl.handle.net/11634/72378
dc.language.isospa
dc.publisherUniversidad Santo Tomásspa
dc.publisher.branchCRAI-USTA Villavicencio
dc.publisher.facultyFacultad de Negocios Internacionalesspa
dc.publisher.programPregrado Negocios Internacionalesspa
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.rights.coarhttp://purl.org/coar/access_right/c_abf2
dc.rights.localAbierto (Texto Completo)spa
dc.subject.keywordContent marketing
dc.subject.keywordDubai
dc.subject.keywordLuxury tourism
dc.subject.keywordUser Generated Content (UGC)
dc.subject.keywordCity brand
dc.subject.lembTurismo - Marketing de contenidos
dc.subject.lembDubai - Marca ciudad
dc.subject.lembPosicionamiento de marcas - Turismo de lujo
dc.subject.lembNegocios Internacionales - Investigaciones
dc.subject.lembTesis y Disertaciones académicas
dc.subject.proposalMarketing de contenidos
dc.subject.proposalDubai
dc.subject.proposalTurismo de lujo
dc.subject.proposalContenido generado por el usuario (UGC)
dc.subject.proposalMarca ciudad
dc.titleAnálisis del marketing de contenidos como estrategia de posicionamiento en destinos turísticos de lujo: el caso de Dubái como referente internacional
dc.typebachelor thesis
dc.type.categoryFormación de Recurso Humano para la Ctel: Trabajo de grado de Pregrado
dc.type.coarhttp://purl.org/coar/resource_type/c_7a1f
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.driveinfo:eu-repo/semantics/bachelorThesis
dc.type.localTrabajo de gradospa
dc.type.versioninfo:eu-repo/semantics/acceptedVersion

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HOLOS - Estudios en Negocios Internacionales