The book compiles technical approaches taken into account for the construction of the integral model for the strengthening of the Ibaguerean tourist chain as a strategy of potentialization of its different actors. This document constitutes a consultation tool to learn scientific details about the aspects considered in the development of the different edges that serve as a construct to support each of the methodologies applied within the marketing strategies in the process of transformation of customer service and the reverse auction model as a catalyst for free competition scenarios in the tourism sector of the 'Musical Capital of Colombia'.