Modelo de Marketing Territorial Ecológico: Estrategia para el Posicionamiento Competitivo del Ecoturismo en el Departamento del Atlántico
DOI:
https://doi.org/10.61799/2216-0388.1859Palabras clave:
Desarrollo sostenible, Ecoturismo, Gestión ambiental, Innovación territorial, Marketing territorial, Posicionamiento turístico, Sostenibilidad ecológicaResumen
El fortalecimiento del ecoturismo en el Departamento del Atlántico requiere estrategias de marketing territorial que integren la sostenibilidad ambiental, la innovación tecnológica y la participación comunitaria como ejes del desarrollo competitivo. En este contexto, el presente estudio propone un Modelo de Marketing Territorial Ecológico (MMTEE) orientado a comprender cómo la gestión ambiental operativa, la eficiencia en el uso de recursos, la comunicación ecológica y la percepción del visitante interactúan para consolidar territorios turísticos sostenibles.
La investigación se desarrolló con una muestra de 58 prestadores de servicios ecoturísticos, aplicando un cuestionario estructurado y analizando los resultados mediante la técnica de Análisis de Componentes Principales (PCA), complementada con los índices KMO, Bartlett y el alfa de Cronbach para garantizar la consistencia interna del instrumento.
Los hallazgos evidencian una estructura factorial robusta entre las dimensiones analizadas, con altos niveles de confiabilidad (α = 0,86 – 0,91) y una varianza acumulada superior al 60 %, lo que demuestra que las prácticas ambientales verificables, la ecoeficiencia y la coherencia comunicacional fortalecen el posicionamiento y la reputación verde de los destinos.
El modelo confirma que la competitividad turística depende de la integración entre desempeño ambiental, gestión tecnológica y comunicación auténtica, constituyendo una herramienta práctica para el diseño de políticas públicas y estrategias de marketing sostenible en contextos regionales del Caribe colombiano.
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