Maestría en Mercadeo · 2026

Análisis de los aspectos turísticos de Titiribí, Antioquia, para una estrategia de marca destino

Titiribí is a mountainous municipality in the southwest of Antioquia, Colombia, whose traditional economic sources have been coal and gold mining, and agriculture. The first approach to tourism, led by the Municipal Administration, took place in the 2008 Development Plan, but the Tourism Development Plan was only consolidated in 2021. From this plan, the Marca Titiribí project was born, with the aim of boosting the economy by highlighting its tourist attractions and with the hope of positioning Titiribí as a Magic Municipality of Antioquia, changing its name from Titiribí: Land of Culture and Landscapes to Titiribí, Land of Mules, Trovas and Coffee. Given that the brand-building process lacks sufficient public information on community input and opinion, this research analyzed tourism aspects of the municipality through the perceptions and experiences of key members of the population, providing a basis for future decision-making regarding the management and promotion of the destination. Methodologically, the study adopted a qualitative exploratory approach, using open interviews and documentary review of development plans, historical records, and official communications. The research concluded that the tourism positioning strategy should be articulated around three axes: capitalizing on the municipality's heritage diversity by integrating all its distinctive elements, strengthening the role of the local community through training and participation, and developing tourism infrastructure and communication in a planned manner. The study evidenced the need to build the destination brand with greater citizen participation, reflecting the diversity of local heritage and strengthening internal ownership.

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