Marketing of City as a revitalizing strategy for the management of attributes in the tourist sector of the Santa Marta district

Abstract

This research aimed to analyze city marketing as a revitalizing strategy for the management of attributes in the tourism sector of the district of Santa Marta. An investigation was carried out based on the authors: Benko (2000) Kotler, Gertner, Rein and Haider (2007), Monchón (2008), among others. According to its methodology, the trajectory used for this research was the Phenomenological through which it was tried to see things from the optics of the informants to achieve to understand and to interpret the experience of these, achieving thus to approach it to the essence of a leader in situation Of crisis. The instruments used in the research as well as the procedures and strategies are dictated by the chosen method, although basically, it is centered around the semistructured interview and the direct or participatory observation. The methodology used was the postpositivist research paradigm. It was interviewed tourists and personnel related to the tourism and commercial sector of the district of Santa Marta in order to know appreciations and to be able to make decisions regarding the causes of not having a marketing of city that allows the impulse of the region. That is why theoretical guidelines should be generated for the understanding of city marketing as a revitalizing strategy for the management of attributes in the tourism sector