Open AccessDigital marketing management in tourist organizations
Author(s) -
Noel Fernández Cueria,
Elizabeth del Carmen Pérez Ricardo,
Justa Ramona Medina Labrada,
Katia Zucel Coronado Provance,
Francisco Fidel Feria Velázquez
Publication year - 2022
Publication title -
visión de futuro/visión de futuro
Language(s) - English
Resource type - Journals
eISSN - 1669-7634
pISSN - 1668-8708
DOI - 10.36995/j.visiondefuturo.2022.26.02.006.en
Subject(s) - tourism , digital marketing , marketing , business , context (archaeology) , boom , commercialization , marketing research , order (exchange) , process (computing) , marketing management , computer science , engineering , paleontology , finance , environmental engineering , political science , law , biology , operating system
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.