THE ROLE OF THE COLOMBIAN COFFEE CULTURAL LANDSCAPE IN THE ONLINE TOURISM PROMOTION OF EL QUINDÍO

Identifier:  TFM:505

Handle: https://hdl.handle.net/20.500.11797/TFM505

Authors:  Londoño Rojas, Leidy Tatiana

Abstract:
Tourism has become an important variable of the economic and social development of a territory. In the case of this study, Quindío being part of the Coffee Cultural Landscape together with the departments of Risaralda, Valle and Caldas maintains unique and special characteristics that differentiate it from the rest of destinations internationally, reason for which has led it to be a Cultural Heritage of Humanity. This UNESCO declaration is a very important mention that is worth studying. Online tourism promotion through travel agencies plays a key role in making a destination known, this is how through this work 17 travel agencies of the department of El Quindío are taken into account for the application of the mystery shopping method and then a systematic analysis of its websites is carried out, focusing on the level of inclusion of the Coffee Cultural Landscape label as a World Heritage Site through the activities, packages, resources and values they offer in their portfolio Tourist. Among the main results of this work is the little approach that gives the label of being a World Heritage Site in promoting the department of El Quindío, in terms of the names used in the tourist packages that handle the majority are technical level with 40%, in terms of their activities that predominate in the portfolio are the visits to the theme parks and the tourist resources that stand out the most at the time to promote are those of a natural nature with 38%, followed by those of a cultural nature with 31% which confirms the level of waste of said mention.