Analisis del festival de danza de Bogotá como nueva alternativa de turismo cultural en la ciudad

Abstract

The following research paper presents an analysis of Bogota Dance Festival as a new cultural tourism alternative in the city. This analysis is divided into three sections which develop one to one certain phases and characteristics of itself.

In the first chapter, the bases are listed from the cultural side towards tourism events. We made a characterization of the festival, placing in that order who make posible the event, where it’s going to be and who organize it. Taking into account the value proposition of the festival, which is the great variety and range of multicultural events, as several genres of dance´s are integrated into one single festival.

In the second chapter, the tourism market is the base, that includes elements such as offer (goods and services that generate tourism experience) and demand (consumers of tourism products and services). A reference is made to the public to classified them in two different types: first one is the current market, that are all persons residing in Bogota and the second one is the potential market, where in this case are the people you want to reach towards of their profile, their tastes and preferences. In this case we name it receptive tourists, they are foreigners who come to the city looking for cultural activities that allow them to have fun and stay in town for at least 24 hours.

Finally, in the third chapter, we propose a media plan taking as a reference the potential market that we just defined in the second chapter (tourists as customers and the value proposition of the festival). Also the branding that identifies the festival, in this case the name of the fest will be: “10 years of Bogotá in moving: ¡the festival is yours!” The media plan focuses on digital marketing, and within the social networks using it as tools of propagation and promotion of the event in Bogotá. You should know the appropriate message to reach the tourist and the way to deliver it