MARKETING PLAN FOR THE POSITIONING OF CHARTA (SANTANDER) AS A SUSTAINABLE TOURISM DESTINATION

Abstract

The purpose of this research was to develop a marketing plan for the positioning of Charta, Santander, as a sustainable tourist destination. The methodology used was descriptive with a four-phase mixed research approach: the first phase consisted of a diagnosis of the municipality of Charta, Santander, in terms of the tourism offer; the second phase consisted of an analysis of the segmentation and preferences of the tourism industry.
in terms of tourism supply; the second consisted of an analysis of the segmentation and preferences of consumers through a survey that explored the needs and preferences of potential customers; the third phase consisted of creating a tourist circuit to offer tourists the most important attractions, which were selected from the MINCIT inventory cards; and the fourth phase consisted of proposing Marketing Mix strategies for positioning the tourism supply of the municipality.
The results of the research identified the potential of the natural and cultural attractions, including the Tamarindo waterfall, the Tambor viewpoint and the production of blackberries; likewise, 54% of the population under study relates its economic activity to tourism; however, alliances between the public and private sectors are required to consolidate a sustainable tourism offer.