Factores para la exportación de servicios de turismo de bienestar para el municipio de Choachí

Abstract

The main objective of this document is to analyze and describe the factors of the Porter diamond to characterize the offer of wellness tourism in Choachí, taking into account the tourist potential and the diversity of attractions and resources that the municipality has, implementing alternatives for diversification of the tourist offer aimed at promoting wellness tourism, favoring the tourist growth of the municipality taking advantage of the potential of the thermal baths as one of its main attractions. For the development of this research, a qualitative methodology was used, using the documentary descriptive method of secondary information sources, thus having a descriptive scope developed from the theoretical framework of Michael Porter's theory of competitive advantage. To achieve the objective, the characterization of the wellness tourism market and the participation of related and support industries were carried out, deepening the competition and demand for this type of tourism, this in order to identify strategies for the internationalization of wellness tourism in the municipality of Choachí – Cundinamarca (Colombia). The results of the research showed that in Colombia and in the municipality of Choachí there is a lot of potential for the creation of a competitive and strong offer in the world in terms of wellness tourism by taking advantage of resources and implementing strategies that facilitate highlighting the advantages that the municipality has.