Strategy’s to position the Gulf of Morrosquillo as a tourist destination

Abstract

The research aims to propose strategies to position the Gulf of Morrosquillo as a
sustainable and attractive tourist destination. The goal is to promote the economic and
social development of the region while preserving the environment and local culture. To
achieve this, specific objectives are set, including analyzing the current tourism offerings
in the destination, identifying strengths and opportunities for improvement, and
proposing concrete actions to enhance its positioning. The research is supported by a
literature review on tourism marketing strategies, sustainability in tourist destinations,
the use of information and communication technologies, and local sustainable tourism
planning. The National Tourism Development Plan of Colombia 2018-2022 and the
Sucre Departmental Development Plan 2016-2019 are also considered. Three
hypotheses are proposed, suggesting that an integrated strategy incorporating specific
actions in areas such as promotion, infrastructure, service quality, sustainability, and
tourism management can contribute to positioning the Gulf of Morrosquillo as an
attractive and sustainable tourist destination over time. The use of information and
communication technologies is believed to have a positive impact on the destination's
positioning, and cooperation and coordination among stakeholders involved in the
tourism management of the Gulf of Morrosquillo are considered essential for the success
of the strategy.