Diseño de estrategias de marketing turístico para El Hotel Blue Bay en Salinas
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2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente proyecto de investigación tiene como objetivo diagnosticar el estado actual del Hotel Blue Bay en el cantón de Salinas, con el fin de diseñar un plan de marketing turístico como propuesta para aportar estrategias de marketing mix adecuadas y métodos que permitan incrementar sus ingresos al hotel, mejorar los productos y servicios que se ofertan a los clientes nacionales e internacionales, con el propósito de crear una mejor experiencia para que exista el deseo de retornar, y a su vez sea recomendado y reconocido como Hotel Blue Bay. La metodología empleada para la elaboración y desarrollo del presente proyecto es mixta, la cual se empleó métodos teóricos y empíricos. Como resultados de las encuestas aplicadas a los clientes actuales y entrevista realizada a la administradora del hotel objeto de estudio, con los que se pudo definir la situación actual de la empresa. La encuesta fue aplicada a 316 personas que se han hospedado en el hotel, se realizó mediante los registros de una base de datos del año 2017, dando una población de 1971 huéspedes, mediante la aplicación de la fórmula de la muestra para población finita; la encuesta permitió el correcto desarrollo del tema de investigación. La siguiente propuesta manifestada en este proyecto para resolver el problema económico del hotel y la ausencia del uso de técnicas del marketing, son las estrategias diseñadas de acuerdo a las
necesidades de los clientes para mejorar su estadía; adicionalmente promocionar al hotel realizando convenios con operadores turísticos y alianzas con entidades financieras, aprovechando las aplicaciones y página web
This research project aims to diagnose the current status of the Blue Bay Hotel in the canton of Salinas, in order to design a tourism marketing plan as a proposal to provide appropriate marketing mix strategies and methods to increase the income of the hotel, improve the products and services that are offered to national and international clients, with the purpose of creating a better experience so that there is a desire to return, and at the same time be recommended and recognized as Hotel Blue Bay. The methodology used for the development of this project is mixed, which used theoretical and empirical methods. As a result of the surveys applied to current clients and an interview with the hotel manager, with whom the current situation of the company was understood. The survey was applied to 316 people who have stayed at the hotel, it was made through the records of a database of the year 2017, giving a population of 1971 guests, by applying the formula of the sample for finite population; the survey allowed the correct development of the research topic. The following proposal manifested in this project to solve the economic problem of the hotel and the absence of the use of marketing techniques, are the strategies designed according to the needs of customers to improve their stay; additionally, promote the hotel by making agreements with tour operators and alliances with financial entities, taking advantage of the apps and website.
This research project aims to diagnose the current status of the Blue Bay Hotel in the canton of Salinas, in order to design a tourism marketing plan as a proposal to provide appropriate marketing mix strategies and methods to increase the income of the hotel, improve the products and services that are offered to national and international clients, with the purpose of creating a better experience so that there is a desire to return, and at the same time be recommended and recognized as Hotel Blue Bay. The methodology used for the development of this project is mixed, which used theoretical and empirical methods. As a result of the surveys applied to current clients and an interview with the hotel manager, with whom the current situation of the company was understood. The survey was applied to 316 people who have stayed at the hotel, it was made through the records of a database of the year 2017, giving a population of 1971 guests, by applying the formula of the sample for finite population; the survey allowed the correct development of the research topic. The following proposal manifested in this project to solve the economic problem of the hotel and the absence of the use of marketing techniques, are the strategies designed according to the needs of customers to improve their stay; additionally, promote the hotel by making agreements with tour operators and alliances with financial entities, taking advantage of the apps and website.
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PLAN DE MARKETING, MARKETING MIX,, TURÍSMO, HOTEL