Promotional strategy design, to positioning Norte de Santander zone (Republic of Colombia) and Estado Táchira (Republic of Venezuela)

Abstract

Tourism plays a decisive role in the economy of a region, its key element

is to connect the individual with their environment and this also

allows improving the quality of life, creating a solid economic structure

and contributing to economic and cultural development of peoples.

The area covered by the Department of Norte de Santander, Colombia

and the Táchira State, Republic of Venezuela, has many attractions that

allow their development and positioning as a touristic destination.

To achieve this goal is necessary to identify the strengths and

potentials of each of the municipalities, to analyze its real competitive

advantage, establish a market segment that distinguishes them according

to psychographic profiles and strengthen its positioning through

advertising campaigns.

The research is qualitative in nature, has an exploratory, descriptive

and explanatory.