Ecomarketing: a socially responsible strategy for nature tourism companies

Since marketing emerged, it has held great value in the business sector, as these tools have enabled an increase in the sale of goods, products, and services. Over time, new digital strategies have also been developed, where ecomarketing has made a notable difference by allowing the number of customers around the world to grow. Furthermore, it has enabled companies to fulfill their corporate social responsibility (CSR), especially regarding environmental care, and aligns with international policies such as the 2030 Agenda for Sustainable Development.

Therefore, the purpose of this review article is to recognize the main concepts of marketing and ecomarketing and their relationship with nature tourism. This will allow for determining the importance of using ecomarketing as a CSR strategy and its impact on the economic, social, and environmental operations of nature tourism companies. Subsequently, the most pertinent implementation strategies for Florencia, Caquetá will be identified, and an ecomarketing implementation guide will be designed for use by tourism companies in Florencia, Caquetá.

The importance of this research lies in the fact that ecomarketing is a growing trend, which will stimulate economic growth, improve the service portfolio, and promote environmental care and protection, fulfilling the Sustainable Development Goals (SDGs) and current regulations on Corporate Social Responsibility (CSR). Through the use of this innovative trend, which has yielded excellent results in other regions, an alternative is offered to change the negative perception that outside populations hold about Florencia, Caquetá. However, this important strategy is little known in the region, making it necessary for companies to recognize and implement it in favor of the growth of the tourism sector in the region.