Brand generation proposal for San Gil, Santander (Colombia), as the basis for regional brand

Propuesta de generación de marca para San Gil, Santander (Colombia), como base para marca región

Abstract

San Gil, tourist capital of Santander according to Departmental ordinance No. 034 of 2004, has been having an important socioeconomic development from this designation and therefore all the territory that influences. The entrepreneurs of the tourism sector and the different municipal administrations, along with the academy, have recognized the need to design a territory brand that allows to maintain a sustained growth in the region, in such a way that the welfare generated to the population has to do , directly with the ordering of the municipality's infrastructure, based on their needs and with a transversal axis, tourism, which currently shows the following figures, 1.8 billion pesos will contribute tourism in the next three years to Santander , there were approximately 650,000 tourists who visited Santander between 2013 and 2014. Taking into account the figures presented above, the need to propose a territory brand for San Gil is determined, the project is part of the line of research in Entrepreneurship and marketing of UNISANGIL, and its results are expected to enhance knowledge in the particular area of territorial marketing, and complement the frame of reference for the expansion in the subject of marketing of places and their use, as in the case that is presented of the Brand Generation for San Gil (Colombia), The purpose of the project was established in two fundamental aspects 1. Determine the perceptions of operators of tourism services of San Gil on the image of the same. 2. Propose a brand territory for the municipality, being justified this subject by conditions of the environment itself as they are: a ). Lack of a communications plan for the image of the destination b) Departmental Ordinance 034 of 2004 where San Gil is named as tourist capital of the department of Santander c). San Gil does not have a regional mark, in order to achieve the proposed results, it was necessary to carry out qualitative research of an exploratory and descriptive nature, based on aspects such as the perception that stakeholders have of the region's attributes using primary information sources.