Fonte: Turismo y Sociedad; Vol. 36 (2025): Enero-Junio; 185-207
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Resumo: This research focused on the formulation of objectives and operational marketing strategies to promote ecotourism in Valledupar, Cesar. It was based on the theoretical principles of David (2013), Serna (2008), Kotler and Armstrong (2013) and D’Alessio (2013). A quantitative, documentary and descriptive approach was used, with a bibliographic design. The technique used was documentary review and the registration matrix was used as an instrument. The results reveal that ecotourism companies need to implement strategies to improve their profitability, competitiveness and visitor loyalty. This implies the development of services, market penetration and appropriate positioning. By capitalizing on opportunities and meeting market needs, they will strengthen their position in the ecotourism sector.
