A COMPARATIVE ANALYSIS OF CITY MARKETING FOR SUSTAINABLE TOURISM BETWEEN THE CITIES OF BARRANQUILLA (COLOMBIA) AND NAYARIT (MEXICO)
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Abstract
Tourism, as an economic activity, has a positive impact on the economic development of regions while simultaneously generating social and environmental effects. For this reason, governmental entities have increasingly focused on incorporating sustainability principles into their strategic plans in order to promote sustainable tourism practices. In this context, the present study aims to compare city marketing strategies and their impact on sustainable tourism in the destinations of Barranquilla (Colombia) and Nayarit (Mexico). To achieve this objective, the study adopts an interpretive methodological framework with a cross‑sectional qualitative approach, employing the focus group technique applied to eight informants who are part of the value chain of the sector under analysis. This empirical work is complemented by a documentary review based on scientific sources from the Web of Science and Scopus databases, as well as statistical information published by official organizations. The data obtained were processed using the qualitative analysis software NVivo, version 13. The results highlight key trends related to the promotion of sustainable tourism as a city marketing strategy. These include, first, the optimization, recovery, and use of natural environments as a mechanism to stimulate urban tourism. Likewise, the implementation of training and support programs for local communities, small entrepreneurs, and other actors involved in the tourism value chain is emphasized, contributing to the improvement and competitiveness of the sector under study. Finally, the study concludes that both Barranquilla (Colombia) and Nayarit (Mexico) have city marketing strategies led by governmental entities that incorporate sustainability principles into tourism promotion activities, strengthening city branding and enhancing destination visibility.
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