Business strategy in tourist MiPyMES, Caquetá Colombia

Abstract

The objective of this research was to analyze the dynamics of implementation of digital marketing by MSMEs in the tourism sector of the Department of Caquetá, through the study of the strategies carried out and the analysis of their role and influence on the growth and productivity of the sector, from the perspective of relevant institutions, in order to understand the gaps and latent needs on the way to strengthening digital marketing as a commercial and business strategy that results in the positioning of the region as an attraction in the development of nature tourism and its added value, the sustainability of the territory. The population was 20 companies. A documentary review was carried out, and a survey was applied; it was analyzed with triangulation. Results: digital marketing, which is fundamental to offer tourist services. Conclusions: digital marketing strengthens and potentiates tourism for small and medium enterprises in the region.