Plan de promoción turística para el museo del vidrio en la ciudad de Bogotá

Abstract

The final degree project has developed a tourist promotional plan for the glass museum in Bogotá city with the objective to achieve an increase in number of its visitors and at the same time to improve the promotional and communications programmes. The proposal of this promotional plan has been split into three chapters: chapter one, an in-depth analysis carried out by comparing like for like museums at a national and international level. A matrix chart was also used to evaluate internal and external factors and a review of current issues helped to identify key problems, reasons and the impact these had on the number visitors, marketing campaigns and communication. Chapter two, a survey carried out in the city center helped establish the requirements of potential visitors. Finally, chapter three, a promotional plan was designed which includes an analysis of its current position, an strategy with relevant tactics and objectives with the aim to achieve its targets. Our research achieved establishing facts such as the limited resources for promotion and communication which limits the number of visitors. Therefore, the museum could potentially see an increase in the number of visitors by following a promotional strategy here proposed giving the museum a higher chance to achieve a national heritage status and a cultural tourist attraction in the city.