The present investigative work seeks to identify within the community the territorial specificities of the area of influence of the Otun River Linear Park that make them competitive in a global market and contribute them as input to a territorial marketing strategy. In that order of ideas, through structured interviews and social mapping, the community was consulted on the inputs to develop an endogenous marketing strategy that would guarantee the economic and environmental sustainability of the middle Otun river basin, based on their experiences of life and intangible capitals that unite a community like the one addressed. The investigation found a population with a sense of territorial and missionary belonging, as guardians of the water resource of Pereira, which considers that tranquility is a representative value worth conserving, and which is identified with the Otun River and its other environmental services , with the possibility of tourist and environmental exploitation, in a sustainable way.