Vol. 14 Núm. 1 (2023): REVISTA AGLALA
Artículos Cientificos

Estrategias de marketing para la reactivación del turismo post covid 19 en Barranquilla, Colombia

Amalio Otero Tapia
Universidad Nacional Abierta y a Distancia
Erika Vásquez León
Universidad Nacional Abierta y a Distancia
Nancy Gordillo Ramírez
Universidad Nacional Abierta y a Distancia
Roberto Hernández Olmos
Universidad Nacional Abierta y a Distancia

Publicado 2023-06-30

Versiones

Palabras clave

  • turismo,
  • estrategias de marketing,
  • pospandemia,
  • poscovid-19,
  • reactivación,
  • economía
  • ...Más
    Menos

Cómo citar

Otero Tapia, A., Vásquez León, E., Gordillo Ramírez, N., & Hernández Olmos, R. (2023). Estrategias de marketing para la reactivación del turismo post covid 19 en Barranquilla, Colombia. Aglala, 14(1), 51–70. Recuperado a partir de https://revistas.uninunez.edu.co/index.php/aglala/article/view/2250

Resumen

El objetivo de este trabajo fue analizar las estrategias de elaboración que se pueden aplicar para la reactivación económica en el sector turístico pospandemia de Barranquilla. Se realizó una descripción de las categorías del turismo que se desarrollan en Barranquilla y la situación actual de cada una de ellas, con el fin de identificar las estrategias que pueden reactivar el turismo en esta ciudad. La descripción y análisis de las categorías de turismo permitió comprender cuáles son las que se desarrollan en Barranquilla y cuáles se adaptan mejor al contexto turístico pospandemia. En consecuencia, permite a los empresarios comprender que este nuevo contexto implica un nuevo tipo de viajeros y turistas, por lo que conocer los tipos de turismo y las tendencias para su desarrollo permitirá una efectiva reactivación económica.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

  1. Angeles Hospitals. (21 of 06, 2021). Information about coronavirus. Retrieved on 08, 2021, 2021, from Pnademia: https://hospitalesangeles.com/covid-19/articulos/que-es-una-pandemia.php
  2. Aguirre, L. (February 3, 2021). Tourist environment. Retrieved from Educational Tourism, a world of possibilities: https://www.entornoturistico.com/turismo-educativo-un-mundo-de-posibilidades/
  3. Amaya – Palencia, EE, Sepúlveda – Flórez, WL, Rolón – Rodríguez, BM (May 15, 2021). Tourism in deconfinement. Convictions 7(14). Retrieved on May 30, 2022, from https://www.fesc.edu.co/Revistas/OJS/index.php/convicciones/article/view/649
  4. Berdugo, G. (September 7, 2021). Barranquilla for sports tourism with the 2022 International Marathon. Barranquilla, Atlántico, Colombia. Retrieved on May 30, 2022, from https://www.barranquilla.gov.co/deportes/lanzamiento-maraton-internacional-barranquilla-2022-turismo-deportivo
  5. Barranquilla Chamber of Commerce. (2021). 86% Of Atlantic Entrepreneurs Surveyed By CCB Have Been Affected By Restrictions Due To The Pandemic And The National Strike. Chamber of Commerce of Barranquilla, Atlántico.
  6. Barranquilla: Barranquilla Chamber of Commerce. Retrieved on June 2, 2022, from https://www.camarabaq.org.co/86-de-empresarios-del-atlantico-encuestados-por-ccb-han-sido-afectados-por-restricciones-por-la -pandemic-and-national-unemployment/
  7. Bogota Chamber of Commerce. (2021). Tourism and gastronomy. Bogota, Cundinamarca, Colombia. Retrieved on June 1, 2022, from https://www.ccb.org.co/Sectores/Turismo-y-gastronomia#:~:text=La%20industria%20del%20turismo%20est%C3%A1,promoci% C3%B3n%20de%20la%20econom%C3%ADa%20orange.
  8. Colombia Diary (2022). Tourist Sites in Barranquilla. Barranquilla, Atlántico Retrieved on June 2, 2022, from https://agendacolombia.com/barranquilla/sitios-turisticos-en-barranquilla/
  9. Cultural Network of the Bank of the Republic in Colombia. (2020). economic reactivation. Retrieved on 08/07/2021, from Economic Reactivation: https://enciclopedia.banrepcultural.org/index.php?title=Reactivaci%C3%B3n_econ%C3%B3mica
  10. Campines Barria, F., De Tyler, CR, & Gonzales Jimenez, T. (01/20/2021). Macaw Magazine. Retrieved on August 7, 2021, from Electronic commerce as a sales strategy for business administration in times of the Covid-19 pandemic: https://www.revistas.up.ac.pa/index.php/guacamaya/article/view /2058/1928
  11. Castilian, MI (2019). The Herald. Retrieved from https://www.elheraldo.co/economia/barranquilla-puede-ser-una-poder-en-turismo-de-salud-655353
  12. Colmenares, D. (2022). Barranquilla is positioned as a tourist destination for international visitors. Atlantic. Barranquilla: Colombian Association of Capital Cities. Retrieved on June 2, 2022, from https://www.asocapitales.co/nueva/2022/01/18/barranquilla-se-posiciona-como-destino-turistico-para-visitantes-internacionales/
  13. Cué Brugueras, Manuel, Díaz Alonso, Guillermo, Díaz Martínez, Ana Gloria, & Valdés Abreu, Manuela de la C. (2008). The review article. Cuban Journal of Public Health, 34(4) Retrieved on May 22, 2022, from http://scielo.sld.cu/scielo.php?script=sci_arttext&pid=S0864-34662008000400011&lng=es&tlng=es.
  14. DANE (July 18, 2019) Results of the National Population and Housing Census 2018. Retrieved from: https://www.dane.gov.co/files/censo2018/informacion-tecnica/presentaciones-territorio/180719-CNPV-presentacion- Atlantico.pdf
  15. Digital Marketing MD. (2019). What is it and how it works? Retrieved from https://www.mdmarketingdigital.com/que-es-el-marketing-digital
  16. Díaz – Soto, CM (2021) Analysis of the strategies generated for the Colombian hotel sector to overcome the crisis caused by COVID – 19 during the pandemic phase. Tourism and Society, vol. 29, p. 183-199 https://doi.org/10.7440/res64.2018.03
  17. DNP. (11 of 02, 2021). CONPES approves reactivation and repowering plan supporting investment plan for more than $135 billion. Retrieved on 08/07/2021, from CONPES approves reactivation and repowering plan supporting investment plan for more than $135 billion: https://www.dnp.gov.co/Paginas/Aproban-CONPES-de-reactivacion-economica -and-employment-over-$135-billion.aspx
  18. Foundling Pelaez, E. (October 2009). Active tourism as a complement to the tourism sector. Digital Magazine, 14(137). Retrieved on May 30, 2022, from https://efdeportes.com/efd137/el-turismo-activo-como-complemento-del-sector-turistico.htm
  19. Fundevelopment. (2021). Analysis and economic perspectives of the Atlantic [January - March, 2021]. Barranquilla: Fundesarrollo.
  20. Garzon Romero, L.Y. (2020). Catholic University of Colombia. Retrieved on August 8, 2021, from The economic reactivation in Colombia during covid 19: https://repository.ucatolica.edu.co/bitstream/10983/25625/1/La%20Reactivaci%C3%B3n%20Econ%C3% B3mica%20in%20Colombia%20during%20the%20Covid%2019%201.pdf
  21. Ledhesma, M. (2016). Tourism journalism: many beginnings and some endings. Autonomous City of Buenos Aires, Argentina: La Imprenda Digital SRL. Retrieved on May 30, 2022, from https://www.entornoturistico.com/wp-content/uploads/2018/01/Periodismo-tur%C3%ADstico-muchos-principios-y-algunos-finales-de-Miguel -Ledhesma-PDF.pdf
  22. López, K. (January 18, 2022). Barranquilla is confirmed as a tourist destination for international visitors. (J. Pumarejo, Interviewer)
  23. Lopez, K. (April 23, 2022). They seek to attract 20 major events to Barranquilla in 2022. (L. Mouthón, Interviewer) Barranquilla, Atlántico, Colombia. Retrieved on May 30, 2022, from https://www.elheraldo.co/economia/buscan-atraer-20-grandes-eventos-barranquilla-en-2022-903455
  24. Meza Juarez, VA (2020). APAVIT and safe tourism post Covid-19 pandemic [Professional sufficiency work to opt for the Professional Title of Bachelor of Communication, University of Lima]. Institutional Repository. https://hdl.handle.net/20.500.12724/11810
  25. Ministry of Commerce, Industry and Tourism. (2021). Advances strategy for the reactivation of tourism in Colombia. Web report, Ministry of Commerce, Industry and Tourism, Cundinamarca, Bogotá.
  26. Municipality of Barranquilla. (December 27, 2019). With more than 10 million visitors, the Gran Malecón del Río consolidates its tourist attraction. Obtained from the Mayor's Office of Barranquilla: https://www.barranquilla.gov.co/cultura/con-mas-de-10-millones-de-visitantes-el-gran-malecon-del-rio-consolida-su-atractivo- tourist
  27. Municipality of Barranquilla. (January 18, 2022). Municipality of Barranquilla. Obtained from the Mayor's Office of Barranquilla: https://www.barranquilla.gov.co/desarrolloeconomico/barranquilla-se-confirma-como-destino-turistico-para-visitantes-internacionales
  28. Mouthón, L. (April 23, 2022). They seek to attract 20 major events to Barranquilla in 2022. El Heraldo. Retrieved on May 30, 2022, from https://www.elheraldo.co/economia/buscan-atraer-20-grandes-eventos-barranquilla-en-2022-903455
  29. National Institute of Learning. (2021). National Institute of Learning. Retrieved from https://www.ina-pidte.ac.cr/mod/book/view.php?id=15600&chapterid=734
  30. Noguera, E. (June 4, 2021). The 'Sazón Atlántico' festivals are back, but with alternation. (EU Cartagena, Interviewer)
  31. Northern University. (nd). Welcome to Barranquilla. Barranquilla, Atlantic, Colombia. Retrieved on April 28, 2022, from https://www.uninorte.edu.co/web/conectados-con-el-mundo/sobre-colombia-y-barranquilla#:~:text=Barranquilla%2C%20ubicada% 20in%20the%20Department, the%20tradici%C3%B3n%20folk%C3%B3rich%20del%20pa%C3%ADs.
  32. Otero Tapia, AS, Forero Baron, LA, & Salazar Oliveros, RC (2018). Working Paper ECACEN 2018. Retrieved on 08/09/2021, from Structuring the tourism value chain to achieve sustainable and inclusive development in the municipality of San Marcos Sucre: https://hemeroteca.unad.edu.co/index. php/working/article/view/3025
  33. Perlaza Lopera, C., Correa Cortes, JS, & Tamayo Galenano, C. (2015). Tourism of meetings and events. Intersection, II (3). Retrieved on May 30, 2022, from https://www.politecnicojic.edu.co/images/downloads/publicaciones/revista-interseccion/interseccion-03/pdf/turismo-reuniones-eventos.pdf
  34. Pertuz Leones, L., & Castro Alfaro, A. (November 2020, 2021). Business ethics as a fundamental pillar of social responsibility. Disciplinary Approach, 6(1), 1 - 9. Retrieved June 2, 2022, from http://approachdisciplinary.org/revista/index.php/approach/article/view/23/19
  35. Planning Secretariat. (2022). Situation figures. Barranquilla: Mayor's Office of Barranquilla.
  36. Pro Colombia (2021) Perspectives of the new tourist post COVID - 19. Retrieved on 06/05/2022, from: https://procolombia.co/noticias/perspectivas-del-nuevo-turista-post-covid-19
  37. Pro Colombia (2020) Let's change isolation for enlistment. Retrieved on 06/05/2022, from: https://procolombia.co/noticias/nueva-herramienta-virtual-para-fortalecer-la-industria-del-turismo-en-colombia
  38. Ramírez Elías, G., & Pérez Paredes, A. (2021). Personal finances under the impact of covid-19 in Mexico. Disciplinary Approach, 6(1), 32 - 41. Retrieved June 2, 2022, from http://approachdisciplinary.org/revista/index.php/approach/article/view/25
  39. Salazar Araujo, EJ, Silva Melchán, JA, Rodríguez Bermejo, B (2020) Behavior of the Colombian tourism sector during the pandemic, a light at the end of the road: Lamentation or call to action?. Iberian Journal of Information Systems and Technologies; Lousada No. 36; pp, 295 – 308. https://www.proquest.com/docview/2462683955?pq-origsite=gscholar&fromopenview=true
  40. Silver, R. (January 18, 2022). "Historical record" of visitors to the city in December. (M. Angulo, Interviewer)
  41. Signal Colombia (February 17, 2020). Why is the Barranquiolla Carnival a World Heritage Site? Retrieved from: https://www.senalcolombia.tv/cultura/carnaval-barranquilla-patrimonio-humanidad
  42. Sánchez Jiménez, M. Á., Fernández Alles, MF, & Mier-Terán Franco, J. (2020). The use and importance of social networks in the hotel sector from the perspective of those responsible for their management. Tourist Research, 50-78. Retrieved from https://rua.ua.es/dspace/bitstream/10045/109744/1/Investigaciones-Turisticas_20_03.pdf
  43. Santana Talavera, A. (October 2003). Cultural tourism, tourist cultures. Anthropological Horizon Magazine, 9(20). Retrieved on May 30, 2022, from https://www.scielo.br/j/ha/a/bPNDRqnv5mDzhQy54zVDbvF/?lang=es
  44. Triviño Orozco, D., Ovalle Álvarez, D., & Díaz Solano, BH (January - June 2018). Medical tourism in the city of Barranquilla: context analysis for the creation of a cluster. Caribbean Economic Review, I(21). Retrieved on May 30, 2022, from http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S2011-21062018000100131
  45. Tuesca Molina, R., Flóres García, V., Acosta Vergara, T., Guevara Romero, E., & AL, RG (March 23, 2021). COVID-19 in the Colombian Caribbean Region: a documentary analysis based on information sources. Salud UIS, 53. Retrieved on June 2, 2022, from https://revistas.uis.edu.co/index.php/revistasaluduis/article/download/11449/11323/
  46. UNISABANS. (2021). Unisaban Campus. Retrieved on August 7, 2021, from Economic Recessions: an apprenticeship for economies sick by COVID-19?: https://www.unisabana.edu.co/portaldenoticias/al-dia/recesiones-economicas-un-aprendizaje- for-economies-sick-by-covid-19/
  47. Upegui Sanchez AA. (2021) CVN: Virtual Center for Education News. Retrieved on May 30, 2022, from:http://www.mineducacion.gov.co/cvn/1665/article-188331.html
  48. Versailles School. (November 10, 2020). What is tourism marketing? Importance and strategies. Spain. Retrieved from https://escuelaversailles.com/que-es-el-marketing-turistico-importancia-y-estrategias/
  49. Vivanco, FM (January 28, 2021). International University of Ecuador. Obtained from UIDE: https://www.uide.edu.ec/turismo-gastronomico/
  50. WILDEBEEST. ECLAC (July 09, 2020) Recovery measures for the tourism sector in Latin America and the Caribbean: an opportunity to promote sustainability and resilience. Retrieved from: https://repositorio.cepal.org/handle/11362/45770
  51. World Tourism Organization (WTO). (2020b). World Tourism Crisis Committee. Madrid: UNWTO.