Marketing as a factor to boost local tourism; municipality of Comalcalco, Tabasco
Abstract
This article aims to analyze the importance and impact of a suitable marketing plan on local tourism in the municipality of Comalcalco, Tabasco, as well as its role as a fundamental factor in the development of the local economy. Comalcalco boasts attractions such as the Mayan-Chontal pyramids, the chocolate route, cacao plantations, and a rich gastronomy, which are not widely known nationally or internationally due to a lack of promotional and advertising strategies, resulting in visits primarily from local tourists. The methodology employed for this study is qualitative and observational, utilizing historical data from specialized journals, government institutions, and websites. It was identified that this tourism sector in the region lacks an adequate marketing strategy to promote tourism offerings. Therefore, it is necessary for local businesses, the municipal government, and the state government to collaborate in creating a marketing plan and implementing appropriate public policies to increase the influx of both domestic and international tourists. This, in turn, is expected to improve economic activity, increase income for micro, small, and medium-sized enterprises (MSMEs), and generate employment for the community.
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