Modelo estratégico de marketing turístico rural bajo el enfoque digital y experiencial - caso Palermo, Paipa

Abstract

El presente proyecto tiene como fin elaborar una propuesta de modelo de marketing turístico rural, partiendo del análisis del macroentorno y microentorno que afecta al territorio dentro del marco cultural, social, económico y político con el objetivo de identificar cuáles son los factores clave en el crecimiento y transformación de la región, logrando de esta manera interconectar dichos factores con la identificación de los elementos de riqueza del talento humano en las habilidades y competencias naturales y aquellas que se pueden desarrollar a través de los procesos de aprendizaje y enseñanza.

The purpose of this project is to elaborate a proposal for a rural tourism marketing model, starting from the analysis of the macro and micro environment that affects the territory within the cultural, social, economic and political framework with the objective of identifying the key factors in the growth and transformation of the region, thus interconnecting these factors with the identification of the elements of wealth of human talent in the natural skills and competencies and those that can be developed through the learning and teaching processes. It is intended that these main components (environment, transformation factors and wealth of human talent) converge in the material, immaterial and natural elements that the territory possesses together with all the processes involved in them, resulting in the re-construction of the memory of the territory and based on this the proposal of strategies for transformation and socioeconomic growth. After having identified these elements, the research design revolves around the social component, where it is intended to co-construct together with the population rural tourism strategies, based on a collaborative economy, using as a central and potential axis the interrelation of the elements that make up the territory and the human resources existing in it.