DIGITAL STRATEGIES FOR THE PROMOTION OF HEALTH AND WELLNESS TOURISM: DESIGN OF A WEB PORTAL FOR THE CITY OF BUCARAMANGA, COLOMBIAN
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Abstract
Health and wellness tourism is a tourism typology that requires specific tools for its promotion and commercialization in national and international markets. In this context, digital platforms and destination web portals play a fundamental role by facilitating access to strategic information about the services available and the experiences offered by the destination. These tools must incorporate specific features that allow potential tourists to clearly understand the range of services associated with this tourism typology and support their travel decision-making process. This article analyzes the digital strategies implemented by several destinations positioned in health and wellness tourism and examines the needs and perceptions of stakeholders within the value chain of this tourism subsegment in the city of Bucaramanga (Colombia). Based on this analysis, the study proposes the design of a specialized web portal as a strategic tool to strengthen destination promotion and contribute to the positioning of Bucaramanga in national and regional health and wellness tourism markets.
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