Formulación de una propuesta de valor para el desarrollo del turismo sostenible en la ciudad de Barranquilla, Colombia
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Fecha
2023
Autores
Lobelo Del Río, Javier Jesús
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Barranquilla goza de una posición geográfica envidiable, ubicada al norte de Colombia, en el margen de la desembocadura con el río Magdalena y el mar Caribe y es la quinta ciudad del país más visitada por los turistas extranjeros.
A través de este trabajo de investigación se pretende formular una propuesta de valor para posicionar como destino turístico sostenible a la ciudad de Barranquilla, Colombia.
En primer lugar, se identificaron las estrategias implementadas para posicionar a Barranquilla como destino turístico sostenible. Luego se realiza un análisis situacional con base en la opinión de 14 expertos stakeholders del sector, con el fin de elaborar un diagnóstico sobre el desarrollo del turismo sostenible en la ciudad.
A partir de modelos teóricos, y teniendo en cuenta la realidad específica de Barranquilla, se formula una propuesta de valor conceptual para el desarrollo del turismo sostenible.
Este estudio finaliza con el planteamiento de estrategias de mejora para el posicionamiento de la ciudad de Barranquilla como destino turístico sostenible.
Se concluye que existe una gran sinergia entre la Alcaldía de Barranquilla y los diferentes actores para direccionar y potenciar a Barranquilla como destino cultural a través del Carnaval, y además convertir a Barranquilla en un biodiverciudad, a través del desarrollo de infraestructura como el Malecón del Río y proyectos de sostenibilidad como el desarrollo de Puerto Mocho y la recuperación de la Ciénaga de Mallorquín. Además, existe un gran potencial en el turismo de negocios, turismo deportivo y turismo de salud entre otros.
Barranquilla enjoys an enviable geographical position, located in the north of Colombia, on the margin of the mouth of the Magdalena River and the Caribbean Sea, and it is the fifth most visited city in the country by foreign tourists. Through this research work, it is intended to formulate a value proposition to position the city of Barranquilla, Colombia as a sustainable tourist destination. First, the strategies implemented to position Barranquilla as a sustainable tourist destination were identified. Then a situational analysis is carried out based on the opinion of 14 expert stakeholders in the sector, in order to prepare a diagnosis on the development of sustainable tourism in the city. Based on theoretical models, and taking into account the specific reality of Barranquilla, a conceptual value proposition for the development of sustainable tourism is formulated. This study ends with the approach of improvement strategies for the positioning of the city of Barranquilla as a sustainable tourist destination. It is concluded that there is a great synergy between the Mayor's Office of Barranquilla and the different actors to direct and promote Barranquilla as a cultural destination through Carnival, and also turn Barranquilla into a biodiversity city, through the development of infrastructure such as the Malecón del Río and sustainability projects such as the development of Puerto Mocho and the recovery of the Ciénaga de Mallorquín. In addition, there is great potential in business tourism, sports tourism and health tourism among others.
Barranquilla enjoys an enviable geographical position, located in the north of Colombia, on the margin of the mouth of the Magdalena River and the Caribbean Sea, and it is the fifth most visited city in the country by foreign tourists. Through this research work, it is intended to formulate a value proposition to position the city of Barranquilla, Colombia as a sustainable tourist destination. First, the strategies implemented to position Barranquilla as a sustainable tourist destination were identified. Then a situational analysis is carried out based on the opinion of 14 expert stakeholders in the sector, in order to prepare a diagnosis on the development of sustainable tourism in the city. Based on theoretical models, and taking into account the specific reality of Barranquilla, a conceptual value proposition for the development of sustainable tourism is formulated. This study ends with the approach of improvement strategies for the positioning of the city of Barranquilla as a sustainable tourist destination. It is concluded that there is a great synergy between the Mayor's Office of Barranquilla and the different actors to direct and promote Barranquilla as a cultural destination through Carnival, and also turn Barranquilla into a biodiversity city, through the development of infrastructure such as the Malecón del Río and sustainability projects such as the development of Puerto Mocho and the recovery of the Ciénaga de Mallorquín. In addition, there is great potential in business tourism, sports tourism and health tourism among others.
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Palabras clave
Turismo sostenible, Cadena de valor, Competitividad turística, ODS, Sustainable tourism, Value chain, Tourism competitiveness, SDG