Lineamientos para la elaboración de la marca turística del municipio de Tena Cundinamarca

Abstract

The purpose of this work is to establish the guidelines to develop the tourist brand for the municipality of Tena Cundinamarca. The study area focuses on carrying out different analyzes to know in depth what are the necessary elements to build a successful tourism brand, thereby seeking the positioning of the destination at a local and regional level, hand in hand with this promoting tourism in the municipality formalized, responsible and sustainable. The main tourist references in Tena are the royal roads, the El Tambo waterfall and the Pedro Palo Lagoon; currently municipal governance is focused on strengthening these places. This research aims to establish the tourism brand guidelines that can be taken into account so that the municipal administration meets its goal of the municipal development plan of establishing the municipality's tourism brand. To establish the brand guidelines, the image formation model - destination, the destination personality model, the brand loyalty model and the tourist destination, and the integration model of the concepts of the brand and tourist destination were confronted in an eclectic way. target image. As own elaboration, a model was established, which is the one indicated in the final chapter.