Análisis sobre la efectividad de la marca país “La Respuesta es Colombia” respecto al crecimiento del turismo receptivo: caso Aviatur.

Abstract

This work is focused on recognizing the entire trajectory that has had a country brand since it originated and how it has evolved together with impacts that this brand has within a company like Aviatur, one of the most important travel agencies nationally and international, you will be able to observe different statistics regarding the arrival of domestic and international tourists, in addition to this the reason why foreign tourists arrive Colombia. In fact, for this work it is worth mentioning that the main objective was carried out an analysis on the effectiveness of the country brand "The Response is Colombia" with respect to the growth of receptive tourism: Aviatur case, the strategies used by Marca País "The answer is Colombia", to incentivize receptive tourism in Colombia, aviatur's perception of the effectiveness of the country brand was known the Response is Colombia, and finally an improvement plan was made that allows Aviatur to articulate the country brand effectiveness to tourism marketing strategy.