Resumo

RAMIREZPARIS COLMENARES, Xiomara  e  SEPULVEDA YANEZ, Álvaro Jesús. Promotional strategy design, to positioning Norte de Santander zone (Republic of Colombia) and Estado Táchira (Republic of Venezuela). Pensam. gest. [online]. 2011, n.31, pp.56-72. ISSN 1657-6276.

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.

Palavras-chave : Tourism; positioning; regional development.

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