Holistic marketing: Tool for the development of health tourism in the Santa Marta District

Abstract

This research had as general objective to analyze the holistic marketing as a tool for the development of tourism in health in the district Santa Marta, which was theoretically based on the following authors: De la Puente (2015), Kotler and Keller (2012), among others. The methodology used was based on the approach of positivist epistemic, through an investigation of explanatory, not experimental, transaction type and field design, covering a population of twelve (12) business operators of tourism in the district, with an intentional sample of fourteen (14) subjects. Applied a survey type questionnaire, with forty-eight (48) questions, using a Likert scale, validated through expert opinion. Reliability was estimated by the Cronbach Alpha coefficient, earning 93%, showing that it is high. The results achieved were processed using the statistical technique descriptive, allowing to conclude that holistic marketing is fairly composed of internal marketing, with weaknesses in the mixture with the indicator people, moreover, there is less use of preventive medicine with weaknesses or omissions for accessibility and cost-effectiveness, for which the researcher proposes some strategic guidelines.