Meta Region Brand, a tool for economic and tourist strengthening for the plain’s territory

Abstract

The region brand is a marketing strategy that involves the creation of an identity and image for a particular territory, including the development of a brand, a logo and other visual elements that represent the cultural, historical and natural attractions of the region that seeks to promote the economy of the territory and influence the improvement of the living conditions of the population. The objective of the research is to explore whether the Meta region brand can be considered a tool for strengthening the tourism economy. Mixed research was developed, based on an exploratory and descriptive qualitative method and the quantitative method, with the purpose of recognizing the main problems of the territory, in terms of brand recall and positioning of the Meta department. Meta has five tourist routes identified by the Meta Tourism Institute (Embrujo llanero, Amanecer llanero, Piedemonte llanero, La Macarena and Villavicencio), these have not yet been positioned in the minds of tourists and even those born in the territory. The promotion of nature tourism protected natural areas, and cultural tourism can strengthen the tourism industry and create new job opportunities for local communities.