Digital marketing management in tourist organizations

Abstract

Digital marketing has changed the way businesses operate at an international level, taking into account the boom that the use of information and communication technologies has reached. In tourism organizations, these tools play a fundamental role in the process of acquiring new customers, retaining and creating relationships with them in order to promote and sell the organization's products and services. In this context, digital marketing is an essential strategy for brands due to the great opportunity for growth, positioning and dissemination that they represent. The general objective of this research is to develop a procedure for the management of digital marketing in tourism organizations that favors their commercialization process. For this, different theoretical, empirical and statistical methods were used, which allowed the design of the proposed procedure. The application of this procedure at the Brisas Guardalavaca hotel allowed perfecting the tools of social networks, electronic commerce and email marketing, thus raising the interaction indicators. In addition, the causes that cause deviations in the positioning and website were analyzed, for which alternatives materialized in an action plan were proposed.

Estrategias del marketing digital en el comportamiento del consumidor de motocicletas

“…Actualmente a nivel global, los canales digitales son la manera más eficiente, para que las organizaciones puedan mantener la comunicación con sus clientes [4]. La inserción de las estrategias de marketing digital ha influido en como empresas han tenido que transformar las estrategias que aplican en las distintas áreas y procesos [5], la cual favorece significativamente en la rentabilidad [6]. Asimismo, los consumidores están más familiarizados con el uso de las redes sociales [7], siendo una estrategia vital para toda empresa pequeña [8] [9].…”