Characterization of the commercial image of the entrepeneurs located in Tunja historical center

The objective of this research was to characterize the commercial activity of the entrepreneurs located in the historic center of Tunja, especially the commercial image and its importance as an economic sector of the city; for this purpose, a descriptive investigation was carried out in which 1232 entrepreneurs participated, representing 100% of the population. Information was taken through the application of a survey and structured observation by the researchers.

The results allow us to observe how the sector is highly heterogeneous in terms of the activities carried out, their size, practices aimed at defining and promoting the commercial image that allows to strengthen visual communication with the consumer. It is remarkable the concentration of business on "carreras" eleventh and twelfth, between eighteenth and twenty-first streets, where the sale of clothing and footwear is the main economic activity.

The business sector of the historic center is characterized by its traditionality and in some cases by its deterioration as an economic asset, aspect that from the historical tradition of the city does not provide a differential factor as a tourist attraction that accounts for its contribution to the conservation of heritage or to be a special spot because of its location, which differentiates it from the rest of the city's business tissue. On the other hand, it is a sector with problems of informality, atomized and without control, whose objective is limited to carry out in an elementary way buying and selling activities.

The investigation allowed to conclude that the business sector located in the historic center of Tunja is heterogeneous, traditional, unattractive, highly informal and without identity associated with the historical tradition.