Marketing digital, una estrategia aplicada al turismo de la ciudad de Tunja.

Abstract

This research confirms that digitization is at a virtual level of commercial actions, and especially within the tourism sector, is a growing trend, and that the non-use of this medium is undoubtedly a loss of opportunities it offers. In terms of marketing, customer loyalty and relationship processes have become personalized strategies, where cellular or cellular segmentation is a customer need, that is, they no longer want to be part of the group, so the way The easiest way to do this is through digital marketing, as it provides the tools to achieve this end. Tourism in a territory that cannot be exclusive to the Secretaries of Culture and Tourism, or private companies. Strategic alliances, partnership and stakeholders are essential to create digital strategies that promote tourism. The digitization of tourism through virtual platforms is carried out through a significant investment in the use of these technologies, in the training of their use, as well as in the forms of sustainability, so the municipal government must be the leader and manager of strategy. The city of Tunja has very attractive tourist offers for visitors, so the potential is high. On the other hand, the demand presents a great interest in the city and there is a presence of tourists at a national and international level, however, it is still necessary to develop connectivity to increase this flow of visitors, as well as improve their experience. And stay. The city of Tunja must continue working on the beautification of its physical structure, on road and pedestrian mobility, in the provision of its services, in coordination with the private sector, in the recognition of its heritage, among other aspects that must be directly related. to the territorial brand "Tunja City of Origin", since it corresponds to the concept of city that gives an image, which visitors will remember and thus the city will position itself in national and international spheres.