Browsing by Author "Romero-Gonzalez-Johana katherin"

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    Estudio de mercado para el desarrollo de estrategias de atracción de clientes en proyecto cabañas ecológicas ubicadas en zona rural de caldas.
    Garcia-Ospina-Marilu; Gonzalez-Martinez-Jair Fabian; Romero-Gonzalez-Johana katherin
    This market study aimed to identify the needs, preferences, and motivations of potential ecotourism clients in order to design effective attraction and retention strategies for Cabañas Los Pinares, a sustainable rural and eco-lodge located in the rural area of Pensilvania, Caldas, Colombia. Given that the venture lacked a prior diagnostic foundation, despite its alignment with emerging trends such as digital detox, personal well-being, and responsible tourism, a mixed-methods approach (quantitative-qualitative) was implemented. A structured survey was administered to a random sample of 100 participants, divided into local residents and tourists from other regions of the country. The results showed that the decisive factors in choosing eco-friendly accommodations include: (a) authentic contact with the environment, (b) the possibility of sharing the space with pets, (c) the humane and truthful nature of promotional images, (d) tangible benefits, and (e) the availability of personalized experiences (hiking, birdwatching, wellness retreats). Furthermore, the study identified Booking.com, Airbnb, and Instagram as the main search and booking channels. Based on these findings, specific strategies were proposed, such as: digital marketing and outreach, the development and design of themed packages, the inclusion of pet-friendly services, and customer loyalty programs. This study not only strengthens the value proposition of Cabañas Los Pinares but also contributes to the sustainable development of rural tourism in the region.