Perspectivas del Turismo Rural en Colombia y sus Retos en Torno a la Gestión Dentro de los Municipios desde el Enfoque del Marketing

Abstract

This article reflects on the prospects for rural tourism in Colombia, its management challenges and the use of marketing as a potentializer of this tourism. Rural tourism in Colombia began as an occasional practice; today it is a source of cultural and economic development for many communities in the country. However, they face challenges such as the need to create a territorial brand that positions them within territorial competitiveness. This is where territorial marketing becomes key to the development of brand management plans in Colombian municipalities that involve community participation and are aimed at promoting rural tourism in a sustainable and authentic way, highlighting the unique characteristics of each destination.