Tourism marketing, a commitment to the promotion of cultural tourism: In vulnerable populations: Case of corregacion de la Junta, municipality of San Juan del Cesar, La Guajira

Abstract

The objective of this article is to design effective tourism marketing strategies for the promotion of cultural tourism in the Corregimiento de La Junta, Municipality of San Juan del Cesar, La Guajira. The study integrates the variables Tourism Marketing and Cultural Tourism, based on the contributions of prominent authors such as Arguello Zambrano (2015), Brunal OS (2019), Gámez MJ (2022), Huatatoca (2022), Kotler (2017), Mg. Gonzales (2023), and Paz, Sánchez & Sánchez (2018), as well as official sources such as MINCULTURA, MINCIT and FONTUR (2024). The study adopts a mixed approach, combining qualitative methods, under a hermeneutic paradigm, and quantitative, from a positivist approach. It is characterized by its descriptive nature and relies on observation techniques and surveys directed at key stakeholders such as local residents, community leaders, authorities, businessmen, tourists, young people and students. For data collection, a structured questionnaire of 36 items with a Likert scale was applied, validated by experts and with a reliability of 0.81, rated as very high according to the Alpha-Cronbach coefficient. The results, analyzed through descriptive statistics, revealed significant findings that will allow the formulation of innovative strategies adapted to the needs of the community of La Junta. These strategies will not only boost the promotion of cultural tourism, but will also contribute to the economic and social development of the territory, positioning it as an authentic and attractive destination for tourists interested in the cultural richness of La Guajira.