Plan de marketing online para los clientes nacionales en el hotel “Los Caneyes”.
Fecha
2022-01
Autores
Rodríguez Batard, Yisell Esther
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Es un reto dar respuesta al problema de científico: inexistencia de una herramienta Online dirigida a los clientes nacionales en el Hotel ¨Los Caneyes”, es por ello que la gestión de la imagen en las empresas del sector turístico, en especial la hotelería, se ha transformado en un meritorio instrumento para la diferencia, posicionamiento y obtención de ventajas competitivas en el mercado como contestación a los factores desfavorables en el entorno y los crecientes niveles de competencia. En el caso particular del Hotel “Los Caneyes, situado en la provincia de Villa Clara, el objetivo general de la presente investigación consiste en elaborar un Plan de Marketing Online para los clientes nacionales en el Hotel “Los Caneyes”. Para ello, se realizó una revisión bibliográfica de la literatura científica sobre el tema y se aplicó un diagnóstico para determinar el estado actual de la variable imagen y comercialización en la entidad. Se utilizaron varias técnicas y métodos del nivel teórico, empírico y nivel matemático-estadístico. Como resultado de la investigación, se elaboró un Plan de Marketing Online para los clientes nacionales en el Hotel “Los Caneyes” a partir de la aplicación de un procedimiento científicamente fundamentado, lo que proporcionó a la entidad de una herramienta con acciones comunicativas para la mejora de la actividad comercial ante los públicos nacionales y para el mejor posicionamiento. Palabras claves: Marketing Online, y clientes nacionales.
It is a challenge to give answer to the problem of scientific: The nonexistence of an Online tool directed to the national clients in the Hotel ¨Los Caneyes", it is for it that the administration of the image in the companies of the tourist sector, especially the hotelería has become a meritorious instrument for the difference, positioning and obtaining of competitive advantages in the market in response to the unfavorable factors in the environment and the growing competition levels. In the case peculiar of the Hotel "The Caneyes, located in the county of Villa Clara, the general objective of the present investigation consists on elaborating a Plan of Online Marketing for the national clients in the Hotel "The Caneyes". For it, he/she was carried out a bibliographical revision of the scientific literature on the topic and a diagnosis was applied to determine the current state of the variable image and commercialization in the entity. Several techniques and methods of the theoretical, empiric level and mathematical-statistical level were used. As a result of the investigation, a Plan of Online Marketing was elaborated for the national clients in the Hotel "The Caneyes" starting from the application of a scientifically based procedure, what provided to the entity of a tool with talkative actions for the improvement of the commercial activity before the national publics and for the best positioning. Key words: Online Marketing, and national clients It.
It is a challenge to give answer to the problem of scientific: The nonexistence of an Online tool directed to the national clients in the Hotel ¨Los Caneyes", it is for it that the administration of the image in the companies of the tourist sector, especially the hotelería has become a meritorious instrument for the difference, positioning and obtaining of competitive advantages in the market in response to the unfavorable factors in the environment and the growing competition levels. In the case peculiar of the Hotel "The Caneyes, located in the county of Villa Clara, the general objective of the present investigation consists on elaborating a Plan of Online Marketing for the national clients in the Hotel "The Caneyes". For it, he/she was carried out a bibliographical revision of the scientific literature on the topic and a diagnosis was applied to determine the current state of the variable image and commercialization in the entity. Several techniques and methods of the theoretical, empiric level and mathematical-statistical level were used. As a result of the investigation, a Plan of Online Marketing was elaborated for the national clients in the Hotel "The Caneyes" starting from the application of a scientifically based procedure, what provided to the entity of a tool with talkative actions for the improvement of the commercial activity before the national publics and for the best positioning. Key words: Online Marketing, and national clients It.
Descripción
Palabras clave
Turismo, Sector turístico, Hotelería, Marketing online