Analysis of strategies for the resurgence and positioning of the hotel sector of the Valle del Cauca, to overcome the crisis during the pandemic phase of Covid-19 Análisis de estrategias para el resurgimiento y posicionamiento del sector hotelero del Valle del Cauca, para superar la crisis durante la fase de pandemia del Covid-19

Abstract

This research seeks to offer strategic proposals that help reactivate the hotel sector in Valle del Cauca. Using secondary sources to establish the theoretical bases of concepts such as loyalty, positioning and economic reactivation. In addition, information is gathered on the events that impacted the sector during the years 2019, 2020 and 2021. Subsequently, the information provided by the primary sources is analyzed to identify relevant factors. The need was found to develop a specific tourist offer to position the department as an attractive destination. For this, it is important to communicate at a national and international level, the cultural, gastronomic, and environmental wealth of the region. Similarly, it is necessary to highlight the competitive advantages in terms of performing medical and aesthetic procedures, as well as the organization of sporting events. Finally, it is proposed to implement loyalty systems and wellness activities in hotels.