Estrategia de marca identitaria para el territorio hondureño en el Golfo de Fonseca, orientada a la valorización de sus materias primas y servicios
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2026-07-01
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Universidad TecnológicaCentroamericana UNITEC
Resumen
La presente investigación aborda la brecha de desarrollo y la falta de competitividad en la
región del Golfo de Fonseca, ocasionadas por la ausencia de una identidad unificada y una
estrategia articulada de promoción territorial. Ante esta problemática, el objetivo general del
estudio consiste en desarrollar una estrategia de marca identitaria, con el fin de impulsar la
construcción de capital identitario y la diversificación económica, posicionando al Golfo como un
destino competitivo y sostenible. Para lograrlo, se empleó una metodología de enfoque mixto con
alcance exploratorio y descriptivo. Los resultados evidencian un sólido respaldo empírico hacia la
redefinición identitaria del territorio, priorizando sus atributos naturales, su condición trinacional
y la integración de la agroindustria local como principal experiencia turística. En conclusión, la
estrategia de marca territorial para el Golfo de Fonseca es viable y posee una alta legitimidad social.
Su competitividad radica en trascender el modelo tradicional de sol y playa hacia una
conceptualización de "turismo productivo", estructurando la marca no solo como una identidad
visual, sino como un sistema de certificación estandarizado y descentralizado.
This research addresses the development gap and lack of competitiveness in the Gulf of Fonseca region, caused by the absence of a unified identity and an articulated territorial promotion strategy. In response to this issue, the general objective of the study is to develop an identity brand strategy aimed at fostering the construction of identity capital and economic diversification, positioning the Gulf as a competitive and sustainable destination. To achieve this, a mixed-method methodology with an exploratory and descriptive scope was employed. The results demonstrate strong empirical support for the territorial redefinition of the region, prioritizing its natural attributes, its trinational character, and the integration of local agroindustry as the primary tourism experience. In conclusion, the territorial brand strategy for the Gulf of Fonseca is viable and possesses high social legitimacy. Its competitiveness lies in transcending the traditional sun-andbeach model toward a conceptualization of "productive tourism," structuring the brand not only as a visual identity, but as a standardized and decentralized certification system.
This research addresses the development gap and lack of competitiveness in the Gulf of Fonseca region, caused by the absence of a unified identity and an articulated territorial promotion strategy. In response to this issue, the general objective of the study is to develop an identity brand strategy aimed at fostering the construction of identity capital and economic diversification, positioning the Gulf as a competitive and sustainable destination. To achieve this, a mixed-method methodology with an exploratory and descriptive scope was employed. The results demonstrate strong empirical support for the territorial redefinition of the region, prioritizing its natural attributes, its trinational character, and the integration of local agroindustry as the primary tourism experience. In conclusion, the territorial brand strategy for the Gulf of Fonseca is viable and possesses high social legitimacy. Its competitiveness lies in transcending the traditional sun-andbeach model toward a conceptualization of "productive tourism," structuring the brand not only as a visual identity, but as a standardized and decentralized certification system.
Palabras clave
Identidad regional, Golfo de Fonseca, Marca Territorial, Place Branding