Community-Based Tourism in Usme: An Analysis of Multimedia Strategies

Turismo Comunitario en Usme un análisis de las estrategias multimedia

The development of tourism has evolved through various dynamics of territorial development that strengthen cultural identity, the local economy, and the protection of the territory through the active participation of communities. In the town of Usme, south of Bogotá, this approach is intertwined with rural, heritage, and historical memory processes, although its positioning depends largely on the audiovisual narratives circulating in digital media. In this context, the overall objective of this article is to analyze the development of community-based tourism in Usme through documentary videos, in order to understand how these audiovisual narratives are constructed, what vision of development they promote, and what their contribution is to the processes of territorial positioning and community appropriation. The methodology was developed using a qualitative approach, employing semi-structured interviews, participant observation, and content analysis of videos published on digital platforms, which allows for a comparison of local perceptions with media representations. The results show that the documentaries primarily highlight the natural wealth, rural identity, and archaeological value of the territory, as well as processes of memory and resistance in the face of urban expansion. Furthermore, positive narratives that boost interest in tourism and appreciation of cultural heritage predominate. The study concludes that multimedia strategies contribute to the positioning of community-based tourism and the strengthening of local identity, although it is also necessary to continue reflecting on their role in constructing narratives that are more inclusive and representative of the region.