Analysis of the low seasonal tourist demand in Norte de Santander
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Competitiveness, connectivity, tourist demand, seasonality, insecurity, tourist supply
A qualitative study was conducted in which the factors determining the fluctuation and low tourism demand in the department of Norte de Santander, Colombia, were analyzed, with the purpose of understanding the social, economic, and political elements that restrict the flow of visitors during intermediate and low periods. The variation in demand is a global problem that affects the sustainability of the sector, forcing destinations to rely on holidays and vacation periods. For this purpose, a case study design was used along with the application of semi-structured interviews and focus groups directed at intentional tourists; their perceptions, motivations, and experiences when selecting a destination were explored, facilitating a diagnosis of the sector’s weaknesses and opportunities. The research results identified the perception of insecurity as the main inhibitor of demand, leading travelers to rule out destinations where safety is not fully guaranteed, a finding that directly impacts the adaptation of the regional tourism supply. In addition, critical limitations were diagnosed in road and air connectivity, competition from informal accommodations, and poor promotion that prevents awareness of the diversity of the regional offering (ecotourism, religious, and cultural). Travelers in the low season are also characterized by seeking quiet plans, destinations with lower visitor density, and the possibility of taking advantage of offers or promotions. It is concluded that dependence on seasonality creates economic and productivity imbalances in the region. To mitigate this problem, it is suggested that service providers implement strategies focused on digital marketing to increase their presence on social media, develop value-added offers with economic incentives and specific discounts for short or low-season trips, and promote intersectoral coordination for infrastructure improvement and the creation of new attractions, which will contribute to maintaining a constant flow of tourists throughout the year, thereby improving the destination’s competitiveness and sustainability.
Cardona, J. R. (2014). La Estacionalidad Turística e sus Potenciales Impactos. Rosa dos Ventos, 6(3), 446-468. https://www.redalyc.org/pdf/4735/473547041009.pdf
CEPAL. (2021). El turismo ante la disyuntiva de su recuperación: oportunidades para transformar el sector. Comisión Económica para América Latina y el Caribe. https://repositorio.cepal.org/server/api/core/bitstreams/3440787e-d009-40b5-be1b-90f7574b62f5/content
Cerda Ampié, R. L. (2024). Análisis del comportamiento de la demanda turística urbana en Colombia. Universidad Externado de Colombia.
Demanda turística y turismo. Ciencias del turismo. García, R., y Torres, M. (2021).
El Tiempo. Schiffman, L. G., & Kanuk, L. L. (2010).
Fundación COTEC. (2023). Innovación, turismo y economía circular: hoja de ruta para la transformación del modelo turístico. (p. 3). https://cotec.es/wp-content/uploads/2023/10/HOJA-DE-RUTA-TURISMO-COTEC.pdf
Hernández, M., & Lee, S. (2020). Seasonality in global tourism demand: Challenges and strategies. International Journal of Tourism Management, 45, 83–94.
Hernández, R., & Fernández, C. (2010). Metodología de la investigación. McGraw-Hill.
ILUNION. (2023). La estacionalidad turística en España: qué es, cómo afecta y soluciones para combatirla.
Las variaciones estacionales y su efecto en la demanda de turismo internacional. Revista de Economía del Turismo, 15(2), 105-122.
Martínez, A., & López, R. (2023). Análisis de las tendencias y los desafíos para la recuperación de la demanda turística internacional en Ecuador después del COVID-19. Revista Internacional de Innovación Turística.
Mendoza, S. (2025). Análisis de la ocupación hotelera en Norte de Santander durante el primer semestre de 2025. Cotelco Norte de Santander.
Organización Mundial del Turismo. (2010). Sugerencias de la OMT para administrar destinos turísticos sustentables.
Perles Ribes, J. (2004). La competitividad de los destinos turísticos. Revista de Estudios Turísticos.
Pulido, F., & López, A. (2017). Análisis de la demanda turística y su impacto en los destinos. Revista Internacional de Turismo, 27(2), 114-130.
Pulido, J. I., & López, M. P. (2017). Economía del Turismo (3a ed.). Ediciones Pirámide.
Ríos Rodríguez, N., Nieto Masot, A., & Cárdenas Alonso, G. (2022). Los efectos de la COVID-19 en el sector turístico de las Comunidades Autónomas españolas.
Romero, I. & Solís, M. (2012). La estacionalidad en el turismo y cómo afecta la eficacia de las instalaciones. TURyDES, 5(13), pp. 1-16.
Sage Publications. Denzin, N. K., & Lincoln, Y. S. (2011).
Salazar, C. (2024, 14 de junio).
Sánchez-Ramos, M., & Pizón, C. (2020). Impacto de la inseguridad en el turismo: una revisión de la literatura. Revista Iberoamericana de Turismo: Una Perspectiva Multidisciplinaria, 10(2), 1-18. https://revistaiberoamericanadeturismo.ut.edu.co/ojs/index.php/rit/article/view/174
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson.
Universidad Externado de Colombia. Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.).
Yin, R. K. (2009). Case study research: Design and methods.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
A qualitative study was conducted in which the factors determining the fluctuation and low tourism demand in the department of Norte de Santander, Colombia, were analyzed, with the purpose of understanding the social, economic, and political elements that restrict the flow of visitors during intermediate and low periods. The variation in demand is a global problem that affects the sustainability of the sector, forcing destinations to rely on holidays and vacation periods. For this purpose, a case study design was used along with the application of semi-structured interviews and focus groups directed at intentional tourists; their perceptions, motivations, and experiences when selecting a destination were explored, facilitating a diagnosis of the sector’s weaknesses and opportunities. The research results identified the perception of insecurity as the main inhibitor of demand, leading travelers to rule out destinations where safety is not fully guaranteed, a finding that directly impacts the adaptation of the regional tourism supply. In addition, critical limitations were diagnosed in road and air connectivity, competition from informal accommodations, and poor promotion that prevents awareness of the diversity of the regional offering (ecotourism, religious, and cultural). Travelers in the low season are also characterized by seeking quiet plans, destinations with lower visitor density, and the possibility of taking advantage of offers or promotions. It is concluded that dependence on seasonality creates economic and productivity imbalances in the region. To mitigate this problem, it is suggested that service providers implement strategies focused on digital marketing to increase their presence on social media, develop value-added offers with economic incentives and specific discounts for short or low-season trips, and promote intersectoral coordination for infrastructure improvement and the creation of new attractions, which will contribute to maintaining a constant flow of tourists throughout the year, thereby improving the destination’s competitiveness and sustainability.
Cardona, J. R. (2014). La Estacionalidad Turística e sus Potenciales Impactos. Rosa dos Ventos, 6(3), 446-468. https://www.redalyc.org/pdf/4735/473547041009.pdf
CEPAL. (2021). El turismo ante la disyuntiva de su recuperación: oportunidades para transformar el sector. Comisión Económica para América Latina y el Caribe. https://repositorio.cepal.org/server/api/core/bitstreams/3440787e-d009-40b5-be1b-90f7574b62f5/content
Cerda Ampié, R. L. (2024). Análisis del comportamiento de la demanda turística urbana en Colombia. Universidad Externado de Colombia.
Demanda turística y turismo. Ciencias del turismo. García, R., y Torres, M. (2021).
El Tiempo. Schiffman, L. G., & Kanuk, L. L. (2010).
Fundación COTEC. (2023). Innovación, turismo y economía circular: hoja de ruta para la transformación del modelo turístico. (p. 3). https://cotec.es/wp-content/uploads/2023/10/HOJA-DE-RUTA-TURISMO-COTEC.pdf
Hernández, M., & Lee, S. (2020). Seasonality in global tourism demand: Challenges and strategies. International Journal of Tourism Management, 45, 83–94.
Hernández, R., & Fernández, C. (2010). Metodología de la investigación. McGraw-Hill.
ILUNION. (2023). La estacionalidad turística en España: qué es, cómo afecta y soluciones para combatirla.
Las variaciones estacionales y su efecto en la demanda de turismo internacional. Revista de Economía del Turismo, 15(2), 105-122.
Martínez, A., & López, R. (2023). Análisis de las tendencias y los desafíos para la recuperación de la demanda turística internacional en Ecuador después del COVID-19. Revista Internacional de Innovación Turística.
Mendoza, S. (2025). Análisis de la ocupación hotelera en Norte de Santander durante el primer semestre de 2025. Cotelco Norte de Santander.
Organización Mundial del Turismo. (2010). Sugerencias de la OMT para administrar destinos turísticos sustentables.
Perles Ribes, J. (2004). La competitividad de los destinos turísticos. Revista de Estudios Turísticos.
Pulido, F., & López, A. (2017). Análisis de la demanda turística y su impacto en los destinos. Revista Internacional de Turismo, 27(2), 114-130.
Pulido, J. I., & López, M. P. (2017). Economía del Turismo (3a ed.). Ediciones Pirámide.
Ríos Rodríguez, N., Nieto Masot, A., & Cárdenas Alonso, G. (2022). Los efectos de la COVID-19 en el sector turístico de las Comunidades Autónomas españolas.
Romero, I. & Solís, M. (2012). La estacionalidad en el turismo y cómo afecta la eficacia de las instalaciones. TURyDES, 5(13), pp. 1-16.
Sage Publications. Denzin, N. K., & Lincoln, Y. S. (2011).
Salazar, C. (2024, 14 de junio).
Sánchez-Ramos, M., & Pizón, C. (2020). Impacto de la inseguridad en el turismo: una revisión de la literatura. Revista Iberoamericana de Turismo: Una Perspectiva Multidisciplinaria, 10(2), 1-18. https://revistaiberoamericanadeturismo.ut.edu.co/ojs/index.php/rit/article/view/174
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson.
Universidad Externado de Colombia. Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.).
Yin, R. K. (2009). Case study research: Design and methods.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
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