vol. 12 núm. 2 (2022)

The study conducted around the need to determine digital ecomarketing strategies for the economic reactivation of nature tourism companies in the municipality of Florencia affected by Covid-19. The research is developed as a response to the problems generated by the pandemic in tourism organizations. In addition, this study addresses the diagnosis of this new marketing trend in terms of three dimensions: social, cultural and environmental. Regarding the methodological considerations, the thesis is based on the constructivist approach with a mixed type of research. The results indicate that the Covid-19 produced a global crisis and local companies have lived a stage of economic recession with negative consequences for this productive sector, likewise, a scenario of great opportunities is glimpsed as a result of the analysis of the context of digital ecomarketing in the companies under study. Consistent with the above, the strategic plan is designed within the framework of this innovative trend to make a valuable contribution to entrepreneurs and contribute to the recovery of this important sector in the city of Florence.

The present study sought to diagnose ecological practices in a group of companies in the hotel sector in the city of Bucaramanga and its metropolitan area. The research data was collected through a survey composed of 39 questions, these were divided into the following 7 dimensions: environmental behavior, ecological practices, water resources, electrical energy, waste management, paper and other environmental practices. The survey was applied to 70 employees from 68 hotels. The results found show that most of the dimensions on ecological practices studied in hotels are at a medium-low level, except for the dimension corresponding to paper, which is at a medium-high level. Finally, an improvement plan was issued with the corresponding recommendations according to the findings found to seek to improve the environmental management of the hotel sector in Bucaramanga.

This article performs the socioeconomic characterization of coffee producers in the Huila region in a sample of 454 productive units, from the approach of livelihoods, Social Capital, Natural Capital, Physical Capital, Human Capital and Natural Capital. The results obtained show the different strengths, opportunities, threats and weaknesses that producers have in education, infrastructure, production and commercialization of coffee beans.

Establishing the internationalization opportunities for the cocoa produced by the Santander department (Colombia) towards the European Union is consolidated as the main purpose of this research. For this objective, the adaptation of the CAGE Model (Cultural, Administrative, Geographic and Economic differences or distances) is used for the selection of international markets, a tool developed at the Harvard Business School. As Methodological Route, a non-experimental crosssectional design is used, for a descriptive type of research with a mixed approach. With the application of the CAGE Model and the Gravitational Model, it is possible to identify the Netherlands as the market that grants the shortest distances and the best conditions for the internationalization of Colombian cocoa.