MARKETING EN EL TURISMO RURAL: UNA REVISIÓN SISTEMÁTICA SOBRE LA APLICABILIDAD DE ESTRATEGIAS
DOI:
https://doi.org/10.56238/rcsv16n6-002Palabras clave:
Turismo Rural, Revisión Sistemática de la Literatura, Estrategias de Marketing, Segmentación de MercadoResumen
El turismo rural ha ganado cada vez más relevancia como una alternativa sostenible, ya que en gran parte de los casos promueve el desarrollo económico y la preservación de las áreas rurales, además de constituir una forma de diversificación para las propiedades rurales, de modo que la maximización de su potencial puede lograrse mediante la aplicación eficaz de estrategias de marketing. Esta revisión sistemática de la literatura tuvo como objetivo comprender la relación entre las estrategias de marketing y las acciones on farm, y se llevó a cabo mediante la selección de artículos científicos en las bases de datos Scopus, SciELO y Web of Science. El análisis de los estudios seleccionados reveló las principales estrategias dirigidas al turismo rural, así como la posibilidad de intersección entre dos estrategias distintas, además de permitir comprender la base del enfoque de cada estrategia. En síntesis, la RSL presenta diferentes estrategias de marketing que pueden aplicarse al turismo rural; sin embargo, es necesario que la aplicación de estas estrategias sea planificada y orientada para atender las características específicas de cada propiedad.
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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
