Browsing by Author "Juan Sebastián Bravo Narváez & Maritza Loreny Chávez Bernal"

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    Efectos Competitivos Generados por el Bajo Nivel de Estrategias Comerciales en la Posada Turística Vaguara de Mocoa, Putumayo.
    (2025-10-28) Juan Sebastián Bravo Narváez & Maritza Loreny Chávez Bernal
    This report aims to analyze the competitive effects generated by the low level of business strategies at the Vaguara Tourist Inn, located in the municipality of Mocoa, Putumayo Department. In a context where competition within the tourism sector has intensified due to globalization, digitalization, and changing consumer trends, the absence of structured strategic planning and marketing tools has become a key factor that limits the competitiveness of small and medium-sized enterprises in the industry. The research acknowledges the importance of tourism as a driver of economic and social development in Colombia, particularly in regions with significant natural potential such as Putumayo. However, the lack of promotion, training, infrastructure, and business management practices has hindered the sustainable development of the sector. Within this framework, the Vaguara Tourist Inn represents a pertinent case study. Despite its strategic location and ecotourism-oriented services, the establishment faces limitations related to the absence of structured commercial strategies and a weak digital presence. The study employed a mixed exploratory-descriptive approach, using interviews, surveys, and direct observation as primary data collection techniques. These tools made it possible to identify the main weaknesses in the inn's commercial management and to assess their impact on competitiveness. The findings revealed that the establishment lacks formal marketing planning, relies mainly on word-of-mouth promotion, and has no strategic alliances with tourism operators or local institutions. Moreover, there are no performance indicators to measure the effectiveness of existing marketing actions. Despite these shortcomings, the surveys conducted with guests showed high levels of satisfaction regarding customer service and the overall experience, indicating significant potential for strengthening the inn's market position. The SWOT analysis identified key strengths such as its privileged location, natural environment, and managerial experience, as well as opportunities arising from the growth of rural and nature-based tourism. However, it also highlighted external threats, including strong competition and limited digital visibility. The main conclusions indicate that the low level of business strategies directly affects the inn's competitiveness, visibility, and customer loyalty. It is therefore essential to implement digital marketing strategies, staff training programs, customer loyalty initiatives, and strategic partnerships with key tourism actors. These actions would enable the transformation of internal weaknesses into sustainable advantages and strengthen the inn's value proposition in line with current market trends. Ultimately, this study contributes to the understanding of tourism management in emerging regional contexts and provides a practical framework for developing strategies that foster competitiveness, innovation, and sustainability in tourism enterprises in the department of Putumayo.