PROPUESTA DE UN PLAN DE MARKETING PARA EL HOTEL THE PARK EN LA CIUDAD DE GUAYAQUIL, PROVINCIA DEL GUAYAS
Fecha
2017-11-29
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UNIVERSIDAD DE GUAYAQUIL
Resumen
En el presente trabajo de titulación se encuentran establecidas estrategias de marketing mix para el hotel The Park, en la ciudad de Guayaquil, con el fin de incrementar las finanzas del mismo, mejorar los productos y servicios que se ofertan a turistas nacionales y extranjeros con el propósito de fidelizarlos para su pronto retorno. La metodología utilizada para la elaboración de este proyecto es mixta, ya que se empleó métodos teóricos y empíricos, a su vez fue necesaria la aplicación de observación directa, entrevistas y encuestas para el correcto desarrollo, la muestra fue aplicada a 320 huéspedes del hotel de estudio, se hizo en base al registro del año 2016, dando la cantidad de 1620 huéspedes, se obtuvo mediante la ejecución de la formula finita; las encuestas permitieron obtener un claro desarrollo al tema investigado. La propuesta de este proyecto es fundamental para la solución de los problemas de marketing existentes en el hotel, las estrategias fueron realizadas en base a las necesidades de los clientes para el mejoramiento y comodidad mientras dure su estadía en el establecimiento hotelero.
In this thesis project are established marketing mix strategies for The Park Hotel in Guayaquil city, with the purpose of increasing the finances of the hotel, improving the products and services that are offered to domestic and foreign tourists for the purpose Of retaining them for their soon return. The methodology used for the elaboration of this project is mixed, since it was used theoretical and empirical methods, in the same time, necessary the application of direct observation, interviews and surveys for the correct development, the sample applied to 320 guests of the hotel of study, was obtained by the application of the infinite formula since the annual registration of occupation to the establishment is unknown; The surveys allowed to obtain a clear development to the subject investigated. The proposal of this project is fundamental for the solution of the existing marketing problems in the hotel, the strategies were realized based on the needs of the clients for the improvement and comfort during their stay in the hotel establishment.
In this thesis project are established marketing mix strategies for The Park Hotel in Guayaquil city, with the purpose of increasing the finances of the hotel, improving the products and services that are offered to domestic and foreign tourists for the purpose Of retaining them for their soon return. The methodology used for the elaboration of this project is mixed, since it was used theoretical and empirical methods, in the same time, necessary the application of direct observation, interviews and surveys for the correct development, the sample applied to 320 guests of the hotel of study, was obtained by the application of the infinite formula since the annual registration of occupation to the establishment is unknown; The surveys allowed to obtain a clear development to the subject investigated. The proposal of this project is fundamental for the solution of the existing marketing problems in the hotel, the strategies were realized based on the needs of the clients for the improvement and comfort during their stay in the hotel establishment.
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Palabras clave
Hotelería, Marketing mix, Huéspedes, Estrategias, Hotel The Park.
Citación
APA