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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| _version_ | 1868458542596358144 |
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| author | Jassin olaya, Juilver |
| author_browse | Jassin olaya, Juilver |
| author_facet | Jassin olaya, Juilver |
| author_sort | Jassin olaya, Juilver |
| collection | DSPACE IDEP |
| description | 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. |
| first_indexed | 2026-06-19T15:28:43Z |
| format | Online |
| id | oai:revistas.ufps.edu.co:article-5001 |
| institution | IDEP |
| language | spa |
| last_indexed | 2026-06-19T15:28:43Z |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Universidad Francisco de Paula Santander |
| publisherStr | Universidad Francisco de Paula Santander |
| record_format | ojs |
| spelling | oai:revistas.ufps.edu.co:article-50012025-05-13T14:48:44Z Design of a Digital Marketing Strategy for Community-Based Tourism in the Kankuama Community of Chemesquemena, Cesar Diseño de una estrategia de marketing digital para el turismo comunitario en la comunidad kankuama de Chemesquemena, Cesar Jassin olaya, Juilver Turismo comunitario marketing digital desarrollo sostenible comunidad Kankuama promoción turística Community tourism digital marketing sustainable development Kankuama community tourism promotion 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. Este estudio tiene como objetivo diseñar una estrategia de marketing digital, fortaleciendo la promoción del turismo comunitario en la comunidad Kankuama de Chemesquemena, ubicada en el Departamento del Cesar. A través de la estrategia, se busca mejorar la visibilidad del destino, atraer un mayor flujo de visitantes y fomentar el desarrollo sostenible de la comunidad. Para ello, se adoptó un enfoque cuantitativo, aplicando encuestas estructuradas a 41 turistas, cuyas dimensiones fueron conocimiento, interés y preferencias sobre la oferta turística de la comunidad. Los resultados evidenciaron un alto interés por conocer la oferta turística de la comunidad, pero también un desconocimiento generalizado sobre sus servicios disponibles. A partir de estos hallazgos, se propone una estrategia basada en la creación de contenido digital auténtico, la optimización del uso de redes sociales y la articulación con plataformas de turismo sostenible. Para medir la efectividad de la estrategia, se establecen indicadores clave de desempeño (KPIs) como el aumento de la interacción en redes sociales, el tráfico al sitio web oficial y el crecimiento en el número de visitantes que acceden a los servicios turísticos de la comunidad. Se concluye que el marketing digital puede fortalecer la visibilidad de la comunidad Kankuama, posicionándola como un destino sostenible y culturalmente auténtico, con un impacto positivo en su desarrollo económico y social. Universidad Francisco de Paula Santander 2025-01-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html text/xml https://revistas.ufps.edu.co/index.php/profundidad/article/view/5001 10.22463/24221783.5001 Revista Científica Profundidad Construyendo Futuro; Vol. 22 No. 22 (2025): Enero-Junio; 112-126 Revista Científica Profundidad Construyendo Futuro; Vol. 22 Núm. 22 (2025): Enero-Junio; 112-126 2422-2518 spa https://revistas.ufps.edu.co/index.php/profundidad/article/view/5001/6014 https://revistas.ufps.edu.co/index.php/profundidad/article/view/5001/6060 https://revistas.ufps.edu.co/index.php/profundidad/article/view/5001/6357 /*ref*/Arias, L. (2018). Estrategias de marketing digital y su impacto en el desarrollo turístico de la ciudad de Latacunga. Universidad Técnica de Ambato. chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://repositorio.uta.edu.ec/server/api/core/bitstreams/1ee2b508-e33f-474e-a4d1-0d0856d3bac3/content /*ref*/Bernal, L. (2021). Estrategia de marketing digital de turismo rural y comunitario de la finca San Luis Granja Ecoturística, Terapéutica y Ambiental. Corporación Universitaria Minuto de Dios. https://repository.uniminuto.edu/items/81d4050f-a4b5-4bc8-b70e-b57912915896 /*ref*/Brida, J., Monterubbianesi, P., & Zapata, S. (2011). Impactos del turismo sobre el crecimiento económico y el desarrollo. Revista de Turismo y Patrimonio Cultural, 9(2), 159–291. https://www.pasosonline.org/Publicados/9211/PS0211_06.pdf /*ref*/Gómez, D. (2024). Aplicación de estrategias de marketing digital para fortalecer las ventas en el sector turístico. Revista Venezolana de Gerencia, 29(2), 52-68. https://ve.scielo.org/scielo.php?pid=S1316-48212024000200052&script=sci_arttext /*ref*/Hernández-Mogollón, J. M., Pasaco-González, B. S., & Campón-Cerro, A. M. (2020). Aplicación del enfoque experiencial a la innovación de marketing de destinos turísticos. Innovar, 30(75), 65-78. https://revistas.unal.edu.co/index.php/innovar/article/view/87429 /*ref*/Inostroza, G. (2016). Turismo sostenible y conflicto por el uso de los recursos: Estudio de casos en la Patagonia chilena. Universidad Autónoma de Barcelona. https://www.tdx.cat/bitstream/handle/10803/386418/gaiv1de1.pdf?sequence=1&isAllowed=y /*ref*/Jiménez, L., & García, M. (2019). Marketing digital para promocionar el turismo: Estrategias de promoción en Sucre, Colombia. Universidad de Sucre. https://repositorio.cecar.edu.co/server/api/core/bitstreams/4994ca0c-6f2e-410b-9293-8288e2f2674f/content /*ref*/Martínez González, C., Norman-Acevedo, E., & Daza-Orozco, C. (2022). Uso de redes sociales en la promoción del turismo regional: Caso de estudio Pacho–Colombia. Plataforma Abierta de Libros y Memorias Académicas - PALMA. https://cipres.sanmateo.edu.co/ojs/index.php/libros/article/view/775 /*ref*/Montesdeoca, J., & Coloma, P. (2020). Estrategias de marketing experiencial para potenciar el turismo en la comuna Shuar, Bucay. Pontificia Universidad Católica del Ecuador. https://repositorio.puce.edu.ec/server/api/core/bitstreams/f22b6d20-89d6-4b6d-ab5c-c20cafdf8d30/content /*ref*/Núñez, P. (2021). El marketing digital y la difusión de la identidad indígena: Estrategias para el empoderamiento de comunidades en Ecuador. Revista Sigma, 3(2), 45-60. https://journal.espe.edu.ec/ojs/index.php/Sigma/article/view/3364/2605 /*ref*/Organización Mundial del Turismo (OMT). (2023). Turismo sostenible: Informe anual 2023. https://www.unwto.org/es/desarrollo-sostenible /*ref*/Rivera Mateos, M., & Rodríguez García, L. (2012). Turismo responsable, sostenibilidad y desarrollo local comunitario. Universidad de Córdoba, Cátedra Intercultural. https://dialnet.unirioja.es/servlet/libro?codigo=525510 /*ref*/Segovia, C. (2023). La promoción digital del turismo comunitario: Caso Barrio Carlos Mugica y Rodrigo Bueno. https://ri.unsam.edu.ar/bitstream/123456789/2444/3/TFPP%20EEYN%202023%20SC.pdf Derechos de autor 2025 Universidad Francisco de Paula Santander https://creativecommons.org/licenses/by-nc/4.0 |
| spellingShingle | Turismo comunitario marketing digital desarrollo sostenible comunidad Kankuama promoción turística Community tourism digital marketing sustainable development Kankuama community tourism promotion Jassin olaya, Juilver Design of a Digital Marketing Strategy for Community-Based Tourism in the Kankuama Community of Chemesquemena, Cesar |
| title | Design of a Digital Marketing Strategy for Community-Based Tourism in the Kankuama Community of Chemesquemena, Cesar |
| title_alt | Diseño de una estrategia de marketing digital para el turismo comunitario en la comunidad kankuama de Chemesquemena, Cesar |
| title_full | Design of a Digital Marketing Strategy for Community-Based Tourism in the Kankuama Community of Chemesquemena, Cesar |
| title_fullStr | Design of a Digital Marketing Strategy for Community-Based Tourism in the Kankuama Community of Chemesquemena, Cesar |
| title_full_unstemmed | Design of a Digital Marketing Strategy for Community-Based Tourism in the Kankuama Community of Chemesquemena, Cesar |
| title_short | Design of a Digital Marketing Strategy for Community-Based Tourism in the Kankuama Community of Chemesquemena, Cesar |
| title_sort | design of a digital marketing strategy for community based tourism in the kankuama community of chemesquemena cesar |
| topic | Turismo comunitario marketing digital desarrollo sostenible comunidad Kankuama promoción turística Community tourism digital marketing sustainable development Kankuama community tourism promotion |
| topic_facet | Turismo comunitario marketing digital desarrollo sostenible comunidad Kankuama promoción turística Community tourism digital marketing sustainable development Kankuama community tourism promotion |
| url | https://revistas.ufps.edu.co/index.php/profundidad/article/view/5001 |
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