Marca Región Meta, una herramienta de fortalecimiento económico y turístico para el territorio llanero

Laura Valentina Cárdenas-Londoño; Juan Manuel Bernate-Martínez

doi:10.58763/rc2024287

Autores/as

Laura Valentina Cárdenas-Londoño Corporación Universitaria del Meta. Villavicencio, Colombia https://orcid.org/0009-0004-7861-3322
Juan Manuel Bernate-Martínez Corporación Universitaria del Meta. Villavicencio, Colombia https://orcid.org/0000-0002-8252-2851

DOI:

https://doi.org/10.58763/rc2024287

Palabras clave:

imagen de marca, marca región, marketing, publicidad, turismo

Resumen

La marca región es una estrategia de marketing, que implica la creación de una identidad e imagen para un territorio en particular, incluye el desarrollo de una marca, un logotipo y otros elementos visuales que representen los atractivos culturales, históricos y naturales de la región que busca promover la economía del territorio e influir en la mejora de las condiciones de vida de la población. El objetivo de la investigación es explorar si la marca Región Meta puede considerarse una herramienta de fortalecimiento económica turística. Se desarrolló una investigación mixta, a partir de un método cualitativo de carácter exploratorio y descriptivo y el método cuantitativo, con la finalidad de reconocer las principales problemáticas del territorio, en cuanto a la recordación y posicionamiento de marca del departamento Meta. El Meta cuenta con cinco rutas turísticas identificadas por el Instituto de Turismo del Meta (Embrujo llanero, Amanecer llanero, Piedemonte llanero, La Macarena y Villavicencio), que aún no se han posicionado en la mente de los turistas e incluso de los nacidos en el territorio. La promoción del turismo de naturaleza, las áreas naturales protegidas, el turismo cultural puede fortalecer la industria turística y crear nuevas oportunidades laborales para las comunidades locales.

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