Análisis del marketing social como estrategia para el fortalecimiento de la cultura local y el turismo responsable en Cúcuta, Norte de Santander, Colombia
No hay miniatura disponible
Fecha
2025
Autores
Berdugo León, Mario Alberto
Gamboa Peñaloza, Yaneth Yelitza
Título de la revista
ISSN de la revista
Título del volumen
Editor
Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El estudio analiza el marketing social como estrategia para fortalecer la cultura local y promover el turismo responsable en San José de Cúcuta, Norte de Santander. Esta ciudad fronteriza posee un alto potencial turístico por su diversidad cultural y ubicación estratégica; sin embargo, factores sociopolíticos y económicos han limitado la articulación entre promoción cultural y prácticas turísticas sostenibles.
El marketing social, entendido como una herramienta para promover cambios de comportamiento en beneficio colectivo (Kotler & Lee, 2022), se plantea como eje para vincular actores culturales y turísticos, fortalecer la identidad local e incentivar la participación ciudadana. La investigación se desarrolló bajo un enfoque cuantitativo, diseño no experimental, descriptivo y de corte transversal, con población conformada por instituciones y colectivos culturales de Cúcuta. Se aplicó un muestreo no probabilístico por conveniencia y se utilizó un cuestionario tipo Likert de 20 ítems. La validación se realizó con juicio de expertos y prueba piloto, alcanzando un alfa de Cronbach superior a 0,80.
Los resultados muestran que el 62 % percibe acciones de marketing social como esporádicas; el 58 % señala baja inversión en promoción cultural; y el 54 % identifica poca articulación entre actores. Apenas el 35 % emplea herramientas digitales innovadoras, mientras que la mayoría se limita a medios tradicionales. Solo un 40 % ha participado en iniciativas conjuntas de cultura y turismo, aunque el 78 % manifestó disposición a integrarse a programas colaborativos.
Se concluye que Cúcuta requiere un plan integral de marketing social cultural con narrativas auténticas, uso de herramientas digitales, articulación institucional y metas de sostenibilidad, modelo replicable en ciudades intermedias
This study analyzes social marketing as a strategy to strengthen local culture and promote responsible tourism in San José de Cúcuta, Norte de Santander, Colombia. This border city, recognized for its cultural diversity and strategic location, has significant potential for sustainable tourism development. However, sociopolitical and economic dynamics have limited the integration between cultural promotion and responsible tourism practices. Social marketing, understood as a tool to encourage behavioral change for collective benefit (Kotler & Lee, 2022), emerges as a key mechanism to connect cultural and tourism actors, strengthen local identity, and foster citizen participation. The research followed a quantitative, non-experimental, descriptive, and cross-sectional design, with a population composed of cultural institutions and collectives in Cúcuta. A non-probabilistic convenience sampling was applied, and a 20-item Likert-scale questionnaire was used. Validation was carried out through expert judgment and a pilot test, achieving a Cronbach’s alpha above 0.80. Findings indicate that 62% perceive social marketing actions as sporadic, 58% identify low investment in cultural promotion, and 54% highlight weak articulation among cultural and tourism actors. Only 35% employ innovative digital tools, while the majority rely on traditional media with limited outreach. Furthermore, just 40% have participated in joint cultural-tourism initiatives, although 78% expressed willingness to engage in collaborative programs. The study concludes that Cúcuta requires a comprehensive cultural social marketing plan including authentic narratives, interactive digital tools, institutional articulation, and sustainability indicators. This model can be replicated in intermediate cities with similar contexts, providing a diagnostic basis for guiding institutional actions toward sustainability and community participation.
This study analyzes social marketing as a strategy to strengthen local culture and promote responsible tourism in San José de Cúcuta, Norte de Santander, Colombia. This border city, recognized for its cultural diversity and strategic location, has significant potential for sustainable tourism development. However, sociopolitical and economic dynamics have limited the integration between cultural promotion and responsible tourism practices. Social marketing, understood as a tool to encourage behavioral change for collective benefit (Kotler & Lee, 2022), emerges as a key mechanism to connect cultural and tourism actors, strengthen local identity, and foster citizen participation. The research followed a quantitative, non-experimental, descriptive, and cross-sectional design, with a population composed of cultural institutions and collectives in Cúcuta. A non-probabilistic convenience sampling was applied, and a 20-item Likert-scale questionnaire was used. Validation was carried out through expert judgment and a pilot test, achieving a Cronbach’s alpha above 0.80. Findings indicate that 62% perceive social marketing actions as sporadic, 58% identify low investment in cultural promotion, and 54% highlight weak articulation among cultural and tourism actors. Only 35% employ innovative digital tools, while the majority rely on traditional media with limited outreach. Furthermore, just 40% have participated in joint cultural-tourism initiatives, although 78% expressed willingness to engage in collaborative programs. The study concludes that Cúcuta requires a comprehensive cultural social marketing plan including authentic narratives, interactive digital tools, institutional articulation, and sustainability indicators. This model can be replicated in intermediate cities with similar contexts, providing a diagnostic basis for guiding institutional actions toward sustainability and community participation.
Descripción
Palabras clave
Marketing social, Cultura local, Turismo responsable, Sostenibilidad, Cúcuta
