Propuesta de plan de marketing digital para el Hotel Sanctuary at Grand Memories
Date
2021-11
Authors
Jiménez Barrera, Claudia
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Central "Marta Abreu" de Las Villas
Abstract
El entorno actual, altamente competitivo y cambiante, en que se desenvuelven los destinos turísticos, demanda una adaptación constante sobre la base de una adecuada gestión de la información y el conocimiento, para lograr en mayor medida la toma de decisiones adecuadas e inteligentes por parte de las organizaciones rectoras a nivel de destino que, aseguren su subsistencia, diferenciación y posicionamiento ante el mercado. En particular, los continuos cambios en las características de los consumidores imponen enormes retos al sector, influyendo en su satisfacción y fidelización. Para el análisis holístico de la satisfacción turística es necesario tener en cuenta los factores tangibles e intangibles que influyen sobre esta, evaluando así, la satisfacción cognitiva-afectiva de los turistas. En este contexto, urge la implementación de un adecuado instrumento de medición, capaz de proporcionar información oportuna al respecto. La presente investigación se centra en la evaluación de la satisfacción cognitiva-afectiva de los turistas que visitan el destino Santa Clara, determinando primeramente, las características específicas de los mismos, mediante la aplicación del procedimiento de investigación de mercados propuesto por Malhotra et al. (2017), seleccionado como parte de un exhaustivo análisis comparativo. Los resultados de la investigación dotan al destino de información objetiva y representativa sobre la cual fundamentar sus decisiones y acciones comerciales respecto al mismo. Para ello fueron empleados varios métodos, técnicas y herramientas, como el análisis documental, entrevista, encuesta, análisis factorial, entre otros.
The current highly competitive and changing environment in which tourist destinations operate requires constant adaptation on the basis of adequate information and knowledge management, to further achieve appropriate and intelligent decision-making by the governing organizations at the destination level that ensure their subsistence, differentiation and positioning in the market. In particular, the continuous changes in the characteristics of consumers pose enormous challenges to the sector, influencing their satisfaction and loyalty. For the holistic analysis of tourist satisfaction, it is necessary to take into account the tangible and intangible factors that influence it, thus evaluating the cognitive-affective satisfaction of tourists. In this context, the implementation of an adequate measuring instrument, capable of providing timely information in this regard, is urgent. The present research focuses on the evaluation of the cognitive-affective satisfaction of the tourists who visit the destination Santa Clara, determining first, their specific characteristics, by applying the market research procedure proposed by Malhotra et al. (2017), selected as part of a comprehensive comparative analysis. The results of the investigation provide the destination with objective and representative information on which to base its decisions and commercial actions regarding it. For this, various methods, techniques and tools were used, such as documentary analysis, interview, survey, factor analysis, among others.
The current highly competitive and changing environment in which tourist destinations operate requires constant adaptation on the basis of adequate information and knowledge management, to further achieve appropriate and intelligent decision-making by the governing organizations at the destination level that ensure their subsistence, differentiation and positioning in the market. In particular, the continuous changes in the characteristics of consumers pose enormous challenges to the sector, influencing their satisfaction and loyalty. For the holistic analysis of tourist satisfaction, it is necessary to take into account the tangible and intangible factors that influence it, thus evaluating the cognitive-affective satisfaction of tourists. In this context, the implementation of an adequate measuring instrument, capable of providing timely information in this regard, is urgent. The present research focuses on the evaluation of the cognitive-affective satisfaction of the tourists who visit the destination Santa Clara, determining first, their specific characteristics, by applying the market research procedure proposed by Malhotra et al. (2017), selected as part of a comprehensive comparative analysis. The results of the investigation provide the destination with objective and representative information on which to base its decisions and commercial actions regarding it. For this, various methods, techniques and tools were used, such as documentary analysis, interview, survey, factor analysis, among others.
Description
Keywords
Turismo, Destinos turísticos, Satisfacción, Acciones comerciales