Resumen

HERNANDEZ GIL, Cristian; MILLAN ROJAS, Edwin Eduardo  y  GARCIA CAPDEVILLA, Diana Ali. STRATEGIC DETERMINANTS FOR ECOTOURISM FROM COVID-19 PANDEMIC. Tend. [online]. 2023, vol.24, n.2, pp.60-85.  Epub 11-Jul-2023. ISSN 0124-8693.  https://doi.org/10.22267/rtend.232402.228.

The objective of the article was to describe the strategic determinants or success factors of the tourist offer in a region of the Amazonia colombiana, after the start of the covid-19 pandemic. The methodology implemented is based on the collective construction of knowledge of businessmen and experts in economic and tourism issues with different data collection techniques adjusted to the paradigm of complementarity. In this way, new scenarios of strategic action of companies in the tourism sector are presented, translated into the articulation of cultural knowledge and the needs of users, the rethinking of the traditional marketing strategy, the strengthening of information systems, and the emergence of the need for a balance between technical and ethical rationality in the management of each business. The main purpose of the determinants is the consolidation of the following paradigms: permanent learning of the internal market, the supremacy of orientation towards demand over any other, and the use of prospective to permanently improve the service.

JEL: D47; L83; M31; Z32; Z33

Palabras clave : Amazonia; culture; ethics; environment; user..

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