Estrategias de marketing digital para el posicionamiento de la marca Hotel 41 Plaza de Montería, Córdoba
Technological disruption has generated a transcendental shift in traditional marketing processes; the hotel sector has not been immune to this evolution and has proactively adopted digital marketing strategies to improve its positioning. Due to the above, the current monographic work aims to propose...
- Autores:
-
Espinosa Barrios, Paula Andrea
Sampayo Galarcio, Elianeth
- Tipo de recurso:
- Trabajo de grado de pregrado
- Fecha de publicación:
- 2021
- Institución:
- Universidad de Córdoba
- Repositorio:
- Repositorio Institucional Unicórdoba
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.unicordoba.edu.co:ucordoba/5126
- Acceso en línea:
- https://repositorio.unicordoba.edu.co/handle/ucordoba/5126
- Palabra clave:
- Marketing digital
Hotelería
Turismo
Tecnologías
Montería
Posicionamiento
Redes sociales
Digital marketing
Hospitality
Tourism
Technologies
Montería
Positioning
Social networks
- Rights
- openAccess
- License
- Copyright Universidad de Córdoba, 2022
| Summary: | Technological disruption has generated a transcendental shift in traditional marketing processes; the hotel sector has not been immune to this evolution and has proactively adopted digital marketing strategies to improve its positioning. Due to the above, the current monographic work aims to propose digital marketing strategies for the positioning of the Hotel 41 Plaza brand, which is dedicated to providing accommodation and restaurant services in the municipality of Montería, Córdoba. To achieve this, first of all, the conceptual characteristics of digital marketing, its main strategies, the importance attributed to it and the most recognized tactics were recognized; secondly, the successful cases of the application of digital marketing strategies in the hotel and tourism sector were shown, and the benefits that this type of company can obtain by adopting them; to finally design a digital marketing plan aimed at Hotel 41 Plaza de Montería, whose purpose is the recognition and positioning of the brand in the national and international market, and has an external and internal analysis of the current situation of the hotel sector in the municipality, determines the strategies, tactics, traffic channels, objectives, roles, schedule of activities, budget, monitoring indicators, among other essential components of a digital marketing plan. |
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