Propuesta de una app como estrategia de marketing internacional para el sector turístico de Santa Marta-Magdalena

Abstract

Santa Marta is an important (destination) in the national tourism of Colombia and for the world, its parks, culture, natural resources, people, and stories are aspects that positively influence the city's tourism, the objective of this work is based on the creation and implementation of an app as a national and international marketing strategy. With a mixed study method, to analyze the effectiveness and cultural perspective of a tourism application for Santa Marta, classified as a descriptive exploratory research, which seeks to determine key properties of the phenomenon and understand the perception of the applications in different places. The target population is tourists and national residents outside of Santa Marta, with a sample of 150 people selected using specific criteria. The final analysis will focus on evaluating the viability of an application as an international marketing strategy for tourism in Santa Marta, the evolution of marketing in the digital era and the relevance of the Internet are investigated. The application is expected to boost tourism, generating economic benefits, employment and attracting foreign investment.