Citas bibligráficas
González, A., Hernández, J., Forero, D., Varón, J., Maldonado, C. (2017). Plan de marketing de turismo salud & bienestar en Colombia [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/9040
González, A., Hernández, J., Forero, D., Varón, J., Maldonado, C. Plan de marketing de turismo salud & bienestar en Colombia []. PE: Pontificia Universidad Católica del Perú; 2017. http://hdl.handle.net/20.500.12404/9040
@mastersthesis{sunedu/2662693,
title = "Plan de marketing de turismo salud & bienestar en Colombia",
author = "Maldonado Lara, Carlos Enrique",
publisher = "Pontificia Universidad Católica del Perú",
year = "2017"
}
The objective of this marketing plan is to position Colombia's health and wellness tourism globally, reaching an income of more than US $ 3.3 billion in 693 tourists per year in 2032. The above based on the competitive strengths that the country has in terms of price, quality and service compared to countries of this category. It should be clarified that this will be given the strategies that will be proposed whose objective will be to attract more tourists to Colombia that increase the average ticket by 20%. The methodology used is based on the bibliographical review of articles and consultant reports on regional dynamics of health tourism in the world and in Colombia. As a result it is evident that the sector is in full increase of the demand of international tourists and that the main bidders are in the process of specializing the medical-tourism services offered. It is also noted that the main providers of tourism health services in different continents have competitive advantages that allows the offer of services according to the demand of the tourist. It is argued that to achieve the recovery of this sector in Colombia requires a strategic plan between the public and private sector in which health tourism is seen as a priority for Colombia, this through the structuring of a comprehensive portfolio of services In health and wellness, that integrates the participants that interact with the foreigner, from the union of doctors in Colombia, sector of terrestrial transport, air and hotel sector and health. Likewise continue with government progress through the Ministry of Commerce and Tourism, Procolombia, Bancoldex, and Ministry of Health, generating this push to diversify and increase the flow of tourists for this concept. Therefore, it is proposed to promote investments in infrastructure, training and create a value offer beyond traditional tourism, boosting Colombia as a destination for Health & Wellness. Tourism
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