Estrategias de marketing online orientadas al cliente para el Hotel Lagunas del Este II.
Fecha
2021-09
Autores
Pérez Valdés, Claudia
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
El estudio da respuesta al problema: Cómo contribuir a la mejora del Marketing Online orientadas al cliente para el Hotel Lagunas del Este II. El objetivo general de la presente investigación consiste en elaborar las Estrategias de Marketing Online orientadas al Cliente para el Hotel Lagunas del Este II y para darle cumplimiento al mismo se registraron las bases teórico-conceptuales de la investigación en correspondencia al Marketing Online orientadas al Cliente del turismo y su tipología, así como la concordancia de estos con sus estrategias, de forma que se logre plantear, a partir de estudios previos de procedimientos con características similares para el diseño de estrategias de marketing, estructurado en fases y etapas en el trabajo, y un diagnóstico estratégico, como bases para el diseño de las estrategias y sus acciones de mejora. Como resultado principal se presentan las estrategias Online orientadas al Cliente para el Hotel Lagunas del Este II, lo que resulta para este hotel novedoso, integrador, con consistencia lógica, flexibilidad, perspectiva, pertinencia y aplicabilidad, entre otras características. La validación se logra mediante el juicio de expertos y el de usuarios comprobándose las cualidades de la herramienta metodológica y su adecuación a las características del objeto de estudio y resultados. Posibilidades en el aprovechamiento de los recursos, así como la satisfacción en la experiencia del turista. Los principales métodos y técnicas utilizados fueron del nivel teórico, nivel empírico y los del nivel matemático – estadístico, para la recolección de datos. Palabras claves: Marketing Online, estrategias y Cliente.
The study gives answer to the problem: How to contribute to the improvement of the Online Marketing guided the client for the Hotel Lagoons of the East II. The general objective the of the present investigation it consists on elaborating the Strategies of Online Marketing guided the Client for the Hotel Lagoons of the East II. To give execution to the same one they registered the theoretical-conceptual bases of the investigation in correspondence to the Online Marketing guided the Client in the tourism, their topology, as well as the agreement of these with their strategies, so that it is possible to outline, starting from previous studies of procedures with characteristic similar, the procedure for the design of marketing strategies, structured in phases and stages in the work and a strategic diagnosis, like bases for the design of the strategies, and their actions of improvement. As a result main the Online strategies are presented guided the Client for the Hotel Lagoons of the East II what is for this novel, integrative hotel, with logical consistency, flexibility, perspective, relevancy and applicability, among other characteristics. The validation is achieved by means of the trial of experts and users being proven the qualities of the methodological tool and its adaptation to the characteristics of the study object and results. Possibilities in the use of the resources, as well as the satisfaction in the tourist's experience. The main methods and used techniques were of the theoretical level, empiric level and those of the mathematical level - statistical, for the gathering of data. Key words: Online Marketing, strategies and Client.
The study gives answer to the problem: How to contribute to the improvement of the Online Marketing guided the client for the Hotel Lagoons of the East II. The general objective the of the present investigation it consists on elaborating the Strategies of Online Marketing guided the Client for the Hotel Lagoons of the East II. To give execution to the same one they registered the theoretical-conceptual bases of the investigation in correspondence to the Online Marketing guided the Client in the tourism, their topology, as well as the agreement of these with their strategies, so that it is possible to outline, starting from previous studies of procedures with characteristic similar, the procedure for the design of marketing strategies, structured in phases and stages in the work and a strategic diagnosis, like bases for the design of the strategies, and their actions of improvement. As a result main the Online strategies are presented guided the Client for the Hotel Lagoons of the East II what is for this novel, integrative hotel, with logical consistency, flexibility, perspective, relevancy and applicability, among other characteristics. The validation is achieved by means of the trial of experts and users being proven the qualities of the methodological tool and its adaptation to the characteristics of the study object and results. Possibilities in the use of the resources, as well as the satisfaction in the tourist's experience. The main methods and used techniques were of the theoretical level, empiric level and those of the mathematical level - statistical, for the gathering of data. Key words: Online Marketing, strategies and Client.
Descripción
Palabras clave
Turismo, Marketing online, Cliente del turismo