El turismo deportivo como oferta de valor en el departamento del Quindío

• DOI: https://doi.org/10.22533/at.ed.690182520089

• Palavras-chave: turismo deportivo, plan de acción, estrategias, oferta turística

• Keywords: sports tourism, action plan, strategies, tourism offer

• Abstract: The present research project aims primarily to identify the main factors that contribute to the limited promotion and development of sports tourism in the department of Quindío. Throughout the study, the objective is to analyze the tourism and sports potential of the region, as well as to characterize the existing offer and the reasons that hinder its sustainable and viable growth as an economic factor. The ultimate goal is to attract more visitors through physical-sport activities that combine enjoyment with tourism. Additionally, the project will propose strategies for collaboration and strategic alliances to promote the development of sports tourism in the department. The project approach combines a detailed analysis of the current conditions of sports tourism in Quindío with the proposal of practical solutions aimed at promoting and developing this activity. Opportunities were identified to leverage the department's natural, cultural, and sports resources, improving its visibility and attractiveness for both national and international visitors. The research adopts a mixed approach, combining quantitative and qualitative methods. Finally, the results demonstrate that, thanks to the region's geographic location, Quindío is a city with a high appreciation among visitors for sports experiences. However, the low level of involvement in sports tourism activities is mainly due to limited promotion, limited specialized infrastructure, and the difficulty in achieving institutional coordination.