CONVERTING A LOCAL MARKET INTO A TOURIST DESTINATION: THE CASE OF PLAZA DE MERCADO LAS FERIAS, BOGOTÁ, COLOMBIA

Local markets function as nexuses for historical narratives, gastronomic heritage, cultural practices and traditional customs. Recent initiatives have focused on revitalising and increasing visibility of these elements through gastronomic offers for tourists. Gastronomical tourism is considered an engine of economic development for societies. Many tourists travel specifically to try restaurants and local cuisine, experiences that can be accomplished at local markets. Moreover, buying food is the third general cost of any trip. For these reasons, this research characterises the local market ‘Las Ferias’ in Bogotá, Colombia, through the perception of its visitors and information from vendors, with the aim of proposing strategies that transform this local market into a touristic and gastronomic destination. This research employed a mixed methodology approach. To collect information, vendors from various business types at the local market were interviewed. Additionally, surveys were administered to visitors to understand their motivations for visiting, perceptions, intentions to revisit and likelihood of recommending the local market to others. The results show that this local market is not yet considered a tourist destination or a place of gastronomic interest. It is visited mainly by people living in nearby areas, primarily for their personal supply. Visitors appreciate the variety of products, quality and prices, as well as the cleanliness of the place. Among the strategies that can be proposed to transform local market ‘Las Ferias’ into a tourist destination are organising gastronomic festivals, implementing promotional strategies through social media using storytelling. The improvement of security in the surrounding areas and expanding parking facilities is necessary.