En la presente tesis, se desarrolló un plan estratégico de mercadeo para las
Festividades Turísticas en Colombia, comenzando con los análisis externo e interno, en los
cual se identifican las oportunidades, amenazas, fortalezas, y debilidades del Sector Turístico.
Posteriormente, se elaboraron las matrices que permiten definir las estrategias clave para el
alcance de los objetivos a corto y largo plazo, los cuales conducen al fomento y
fortalecimiento del sector turístico con el fin de atraer un mayor número de turistas a las
principales fiestas autóctonas en Colombia.
El Turismo en Colombia está iniciando la etapa de crecimiento, evidenciando
resultados positivos; sin embargo, aún se tienen muchas oportunidades para atraer una mayor
cantidad de turistas extranjeros.
En el plan se presentan las variables del Marketing Mix así como los diferentes KPIs
para medir el impacto de este. Estas variables se enfocaron principalmente en torno a la
importancia de atraer un turista globalizado, con gran influencia de la tecnología.
Aprovechando la riqueza cultural de Colombia, la coyuntura ante el proceso de Paz firmado
durante 2016 y la tasa de cambio, se considera que existirá el ecosistema ideal para el
correcto fomento de las festividades turísticas / This is a strategic marketing plan that was developed for the Tourist Festivities in
Colombia. The main idea is to bring more tourists to those festivities.
It begins with an external and internal analysis, in which the opportunities, threats,
strengths, and weaknesses of the Tourism Sector were identified. Subsequently, the
evaluation matrices were elaborated, allowing to define the key strategies in order to fulfill
the short and long term objectives. The results lead to the promotion and strengthening of the
tourist sector, in order to attract a greater number of tourists (mainly from Spain and Mexico)
to the main festivities in Colombia (Feria de Cali, Carnaval de Barranquilla).
Tourism in Colombia is starting to grow, showing positive results for the industry.
However, there are still many opportunities to bring in more international tourists.
In the marketing plan, the variables of the marketing mix are presented as well as the
different KPIs to help measure its impact. These variables were mainly focused on the
importance of attracting a globalized tourist, having a great influence of technology.
Considering the cultural wealth of Colombia, the positive image that brings the
signature of the peace process during 2016 and the exchange rate, there will be an ideal
environment for the correct promotion of the tourist festivities
| Identifer | oai:union.ndltd.org:PUCP/oai:tesis.pucp.edu.pe:20.500.12404/9049 |
| Date | 17 July 2017 |
| Creators | Cárdenas, Karen, Espejo, Pamela, González, Natalia, Mogollón, María, Pinzón, Edna |
| Contributors | Marquina Feldman, Percy Samoel |
| Publisher | Pontificia Universidad Católica del Perú, PE |
| Source Sets | Pontificia Universidad Católica del Perú |
| Language | Spanish |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess, http://creativecommons.org/licenses/by-nc-nd/2.5/pe/ |
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