Estrategias de Marketing Digital utilizadas para promocionar el turismo /
1.5 MB : 54 páginas ; figuras, tablas
- Autores:
-
Villalobos Lopera, Valentina
Martínez Toribio, Andreina Esther
Sibaja Bustamante, Eduvi Lizeth
- Tipo de recurso:
- Trabajo de grado de pregrado
- Fecha de publicación:
- 2023
- Institución:
- Corporación Universitaria del Caribe - CECAR
- Repositorio:
- Repositorio Digital CECAR
- Idioma:
- OAI Identifier:
- oai:repositorio.cecar.edu.co:cecar/10126
- Acceso en línea:
- https://catalogo.cecar.edu.co/bib/35957
- Palabra clave:
- Marketing.
Turismo.
Redes sociales.
Marketing digital.
Turismo.
Estrategia.
Redes sociales.
Organizaciones.
Promoción.
- Rights
- openAccess
- License
- https://creativecommons.org/licenses/by-nc-nd/4.0/
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Estrategias de Marketing Digital utilizadas para promocionar el turismo / |
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Estrategias de Marketing Digital utilizadas para promocionar el turismo / |
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Estrategias de Marketing Digital utilizadas para promocionar el turismo / Marketing. Turismo. Redes sociales. Marketing digital. Turismo. Estrategia. Redes sociales. Organizaciones. Promoción. |
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Estrategias de Marketing Digital utilizadas para promocionar el turismo / |
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Estrategias de Marketing Digital utilizadas para promocionar el turismo / |
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Estrategias de Marketing Digital utilizadas para promocionar el turismo / |
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Estrategias de Marketing Digital utilizadas para promocionar el turismo / |
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Estrategias de Marketing Digital utilizadas para promocionar el turismo / |
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Villalobos Lopera, Valentina Martínez Toribio, Andreina Esther Sibaja Bustamante, Eduvi Lizeth |
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Gómez Diaz, Carlos Elías |
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Villalobos Lopera, Valentina Martínez Toribio, Andreina Esther Sibaja Bustamante, Eduvi Lizeth |
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Marketing. Turismo. Redes sociales. Marketing digital. Turismo. Estrategia. Redes sociales. Organizaciones. Promoción. |
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Marketing. Turismo. Redes sociales. Marketing digital. Turismo. Estrategia. Redes sociales. Organizaciones. Promoción. |
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1.5 MB : 54 páginas ; figuras, tablas |
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Organización Mundial del Turismo. (2018). Turismo para todos - Glossario. https://www.unwto.org/es/turismo-para-todos/glosario Kefallonitis, E., & Gioulekas, C. (2017). The impact of digital marketing on the tourism industry: An exploratory study. Tourism Management, 58, 273-282. https://doi.org/10.1016/j.tourman.2017.03.006 Papatheodorou, C. (2017). Digital marketing in the tourism industry: The role of social media. Current Issues in Tourism, 20(3), 280-299. https://doi.org/10.1080/13683500.2014.881567 Chon, P. K., & Ryan, S. (2019). Exploring the role of digital marketing in the hospitality and tourism industry. Current Issues in Tourism, 22(10), 1137-1154. https://doi.org/10.1080/13683500.2018.1502383 Boukli, V., & Siomkos, G. (2017). Digital marketing practices in the Greek tourism industry: An exploratory study. Tourism Management, 59, 383-393. https://doi.org/10.1016/j.tourman.2017.05.002 Kim, J., & Lee, H. (2019). The effects of digital marketing on consumer behavior in the tourism industry. Sustainability, 11(16), 4266. https://doi.org/10.3390/su11164266 Aaker, D. A., & Keller, K. L. (2016). Strategic Brand Management: Global Edition (4th ed.). Armstrong, G., & Cunningham, M. H. (2020). Marketing: An Introduction (14th ed.). Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction (13th ed.). Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). Brassington, F., & Pettitt, S. (2017). Essentials of Marketing (4th ed.). Brassington, F., & Pettitt, S. (2017). Principles of Marketing (8th ed.). Cova, B., & Dalli, D. (2009). Working consumers: The next step in marketing theory? Marketing Theory, 9(3), 315-339. Ferrell, O. C., & Hartline, M. D. (2017). Marketing Strategy (7th ed.). Gronroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue, Value. Journal of Business & Industrial Marketing, 19(2), 99-113. Jobber, D., & Ellis-Chadwick, F. (2019). Principles and Practice of Marketing (9th ed.). Jobber, D., & Fahy, J. (2019). Foundations of Marketing (5th ed.). Keller, K. L., & Kotler, P. (2016). Marketing Management (15th ed.). Lancaster, G., & Reynolds, P. (2018). Marketing: The One Semester Introduction (7th ed.). Pride, W. M., & Ferrell, O. C. (2019). Marketing (19th ed.). Smith, P. R., & Zook, Z. (2011). Marketing Communications: Integrating Offline and Online with Social Media (5th ed.). Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2019). Marketing: Real People, Real Choices (10th ed.). Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1-17. |
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Gómez Diaz, Carlos ElíasVillalobos Lopera, ValentinaMartínez Toribio, Andreina EstherSibaja Bustamante, Eduvi Lizeth20231.5 MB : 54 páginas ; figuras, tablasEl presente trabajo de investigación, tuvo como determinar las estrategias de marketing digital utilizadas en la promoción del turismo en Sucre, Colombia, donde se abordó la problemática entorno a los métodos utilizados para tener un buen uso del marketing digital y para lograr una promoción efectiva. Para tal fin, se usó un enfoque metodológico cualitativo, con un diseño no experimental y de campo. Esta investigación reveló resultados significativos, se encontró que las redes sociales, como Facebook e Instagram, son herramientas clave para difundir información e interactuar con los turistas potenciales. Además, se destacó el uso de sitios web, blogs, correo electrónico y aplicaciones móviles en la estrategia de marketing digital. En cuanto al impacto de estas estrategias en la percepción de los turistas, se encontró que han tenido un efecto positivo en la imagen de Sucre como destino turístico. La difusión de contenido atractivo y la interacción activa con los usuarios en las redes sociales ha contribuido a posicionar a Sucre como un lugar atractivo para visitar, generando un aumento en el número de turistas que eligen esta región como destino. El trabajo.The purpose of this research work was to determine the digital marketing strategies used in the promotion of tourism in Sucre, Colombia, where the problem was addressed around the methods used to have a good use of digital marketing and to achieve an effective promotion. For this purpose, a qualitative methodological approach was used, with a non-experimental and field design. This research revealed significant results, it was found that social networks, such as Facebook and Instagram, are key tools to disseminate information and interact with potential tourists. In addition, the use of websites, blogs, email and mobile applications in the digital marketing strategy was highlighted. Regarding the impact of these strategies on the perception of tourists, it was found that they have had a positive effect on the image of Sucre as a tourist destination. The dissemination of attractive content and active interaction with users in social networks has contributed to position Sucre as an attractive place to visit, generating an increase in the number of tourists who choose this region as a destination. El trabajo.PregradoAdministrador(a) de EmpresasTrabajo de grado(Administrador de Empresas) --Corporación Universitaria del Caribe. Facultad de Ciencias Económicas y Administrativas. Programa de Administración de Empresas. Sincelejo, 2023.1.5 MB : 54 páginasapplication/pdfCorporación Universitaria del Caribe - CECARFacultad de Ciencias Económicas y AdministrativasSincelejoAdministración de Empresashttps://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessAtribución-NoComercial 4.0 Internacional (CC BY-NC 4.0)http://purl.org/coar/access_right/c_abf2Estrategias de Marketing Digital utilizadas para promocionar el turismo /Trabajo de grado - Pregradohttp://purl.org/coar/resource_type/c_7a1fTextinfo:eu-repo/semantics/bachelorThesishttps://purl.org/redcol/resource_type/TPhttp://purl.org/coar/version/c_71e4c1898caa6e32AD-08805 2023https://catalogo.cecar.edu.co/bib/35957T-08805Organización Mundial del Turismo. (2018). Turismo para todos - Glossario. https://www.unwto.org/es/turismo-para-todos/glosarioKefallonitis, E., & Gioulekas, C. (2017). The impact of digital marketing on the tourism industry: An exploratory study. Tourism Management, 58, 273-282. https://doi.org/10.1016/j.tourman.2017.03.006Papatheodorou, C. (2017). Digital marketing in the tourism industry: The role of social media. Current Issues in Tourism, 20(3), 280-299. https://doi.org/10.1080/13683500.2014.881567Chon, P. K., & Ryan, S. (2019). Exploring the role of digital marketing in the hospitality and tourism industry. Current Issues in Tourism, 22(10), 1137-1154. https://doi.org/10.1080/13683500.2018.1502383Boukli, V., & Siomkos, G. (2017). Digital marketing practices in the Greek tourism industry: An exploratory study. Tourism Management, 59, 383-393. https://doi.org/10.1016/j.tourman.2017.05.002Kim, J., & Lee, H. (2019). The effects of digital marketing on consumer behavior in the tourism industry. Sustainability, 11(16), 4266. https://doi.org/10.3390/su11164266Aaker, D. A., & Keller, K. L. (2016). Strategic Brand Management: Global Edition (4th ed.).Armstrong, G., & Cunningham, M. H. (2020). Marketing: An Introduction (14th ed.).Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction (13th ed.).Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.).Brassington, F., & Pettitt, S. (2017). Essentials of Marketing (4th ed.).Brassington, F., & Pettitt, S. (2017). Principles of Marketing (8th ed.).Cova, B., & Dalli, D. (2009). Working consumers: The next step in marketing theory? Marketing Theory, 9(3), 315-339.Ferrell, O. C., & Hartline, M. D. (2017). Marketing Strategy (7th ed.).Gronroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue, Value. Journal of Business & Industrial Marketing, 19(2), 99-113.Jobber, D., & Ellis-Chadwick, F. (2019). Principles and Practice of Marketing (9th ed.).Jobber, D., & Fahy, J. (2019). Foundations of Marketing (5th ed.).Keller, K. L., & Kotler, P. (2016). Marketing Management (15th ed.).Lancaster, G., & Reynolds, P. (2018). Marketing: The One Semester Introduction (7th ed.).Pride, W. M., & Ferrell, O. C. (2019). Marketing (19th ed.).Smith, P. R., & Zook, Z. (2011). Marketing Communications: Integrating Offline and Online with Social Media (5th ed.).Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2019). Marketing: Real People, Real Choices (10th ed.).Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1-17.Marketing.Turismo.Redes sociales.Marketing digital.Turismo.Estrategia.Redes sociales.Organizaciones.Promoción.ORIGINALESTRATEGIAS DE MARKETING DIGITAL PARA EL TURISMO.pdfESTRATEGIAS DE MARKETING DIGITAL PARA EL TURISMO.pdfapplication/pdf1558529https://repositorio.cecar.edu.co/bitstreams/4994ca0c-6f2e-410b-9293-8288e2f2674f/downloadaa5cba4cd908ee1b0f073c945991828cMD51TEXTESTRATEGIAS DE MARKETING DIGITAL PARA EL TURISMO.pdf.txtESTRATEGIAS DE MARKETING DIGITAL PARA EL TURISMO.pdf.txtExtracted texttext/plain91423https://repositorio.cecar.edu.co/bitstreams/d0f63952-d424-484e-9c3e-410a57b63342/downloadd69a81afe308c9e45058b377260ef4baMD52THUMBNAILESTRATEGIAS DE MARKETING DIGITAL PARA EL TURISMO.pdf.jpgESTRATEGIAS DE MARKETING DIGITAL PARA EL TURISMO.pdf.jpgGenerated Thumbnailimage/jpeg6055https://repositorio.cecar.edu.co/bitstreams/8eef5e1e-0849-40ed-8f0a-e47f133f7004/download2912cf76d7bd6bc9953e4fb03721c4cdMD53cecar/10126oai:repositorio.cecar.edu.co:cecar/101262024-08-30 15:54:24.12https://creativecommons.org/licenses/by-nc-nd/4.0/open.accesshttps://repositorio.cecar.edu.coRepositorio Digital de la Corporación Universitaria Del Caribe (Cecar)biblioteca@cecar.edu.co |