Competitiveness in Boyacá Based on an Organizational Strategic Diagnosis for the Tourism Sector

Abstract

This article analyzes the factors that influence tourism competitiveness in the department of Boyacá (Colombia), based on a strategic organizational diagnosis of the sector. Constant changes in tourist demand, evolving visitor consumption habits, and the search for more sustainable tourism have driven the entire tourism value chain to adapt to new service modalities. Despite possessing countless comparative advantages, Boyacá shows significant competitiveness gaps, ranking ninth in the Departmental Competitiveness Index (2018). Through the application of Serna's (2014) strategic diagnostic model integrating the External Opportunity and Threat Profile (POAM), the Internal Capability Profile (PCI), Key Success Factors (KSF), and the SWOT matrix critical gaps in the department's tourism value chain were identified, along with offensive, defensive, adaptive, and survival strategies to improve Boyacá's competitive position. Findings reveal structural weaknesses in infrastructure, human talent, innovation, marketing, and governance, but also significant opportunities arising from tourism internationalization, strategic alliances, and the potential of cultural and gastronomic tourism. The study concludes that the department's tourism competitiveness requires multidimensional intervention, articulated among public, private, and academic sectors.