Design of a Digital Marketing Strategy for Community-Based Tourism in the Kankuama Community of Chemesquemena, Cesar
This study aims to design a digital marketing strategy to strengthen the promotion of community-based tourism in the Kankuama community of Chemesquemena, located in the Department of Cesar. Through this strategy, the goal is to enhance the destination’s visibility, attract a greater influx of visito...
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| Format: | Online |
| Language: | Spanish |
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Universidad Francisco de Paula Santander
2025
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| Online Access: | https://revistas.ufps.edu.co/index.php/profundidad/article/view/5001 |
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| Summary: | This study aims to design a digital marketing strategy to strengthen the promotion of community-based tourism in the Kankuama community of Chemesquemena, located in the Department of Cesar. Through this strategy, the goal is to enhance the destination’s visibility, attract a greater influx of visitors, and promote the sustainable development of the community. A quantitative approach was adopted, applying structured surveys to 41 tourists, focusing on dimensions such as knowledge, interest, and preferences regarding the community’s tourism offerings. The results showed a high level of interest in discovering the community’s tourism services but also a widespread lack of awareness about their availability. Based on these findings, a strategy is proposed that includes creating authentic digital content, optimizing the use of social media, and integrating with sustainable tourism platforms. To measure the strategy’s effectiveness, key performance indicators (KPIs) are established, such as increased social media engagement, website traffic growth, and a rise in the number of visitors accessing the community’s tourism services. The study concludes that digital marketing can enhance the visibility of the Kankuama community, positioning it as a sustainable and culturally authentic destination with a positive impact on its economic and social development. |
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