Digital marketing management in tourist organizations

Authors

Keywords:

Digital marketing; Tourism management; E-commerce; Web positioning; Social media.

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.

Author Biographies

Noel Fernández Cueria, Holguín University

Graduated from the Bachelor of Tourism degree. Commercial Director of the Hotel Brisas Guardalavaca. Adjunct professor at the University of Holguín. Master in Tourism Management and student of the Doctorate in Organizational Management at the university itself. 2017-2020 Commercial Director of the Hotel Brisas Guardalavaca. 2021- Associate Professor at the University of Holguín. In his career, he has advised scientific-student work related to tourism management, particularly in the sphere of tourism consumer behavior and digital marketing, and has received postgraduate courses related to his training, including the economic-financial, commercial, quality management, organizational management and research methodology. He has developed numerous investigations, mainly in the tourism sector, related to: study of tourism consumer behavior, design of tourism products to contribute to local development, customer satisfaction analysis, market research, digital marketing management.

Elizabeth del Carmen Pérez Ricardo, Holguín University

Graduated from the Bachelor of Tourism degree. Professor at the University of Holguin. Master in Tourism Management and student of the Doctorate in Organizational Management at the university itself. Throughout his career, he has taught the following subjects: Tourism Destination Management, Product Trade, Online Reputation Management and Tourism Marketing. He has advised scientific-student works related to tourism management, particularly in the sphere of tourism consumer behavior and digital marketing and has received numerous postgraduate courses related to his training, including the economic-financial, commercial, quality, organizational management and research methodology.

Justa Ramona Medina labrada, Holguín University

Architecture graduate. Professor at the University of Holguin. Master in Tourism Management. In his career, he has taught the following subjects: Issuing Markets and Tourist Marketing. He has advised scientific-student work related to tourism management, particularly in the sphere of market research, the design of tourism products and the development of smart tourism destinations. He has developed numerous investigations, fundamentally in the tourism sector, related to smart tourist destinations, the elaboration of market profiles and the design of a marketing plan for tourist entities.

Katia Zucel Coronado Provance, Holguín University

Graduated from the Bachelor of Tourism degree. Professor at the University of Holguin. Master in Tourism Management and student of the Doctorate in Organizational Management at the university itself. In his career, he has taught the following subjects: Management of information resources in Tourism and Tourism Experiences. He has advised scientific-student work related to tourism management, particularly in the sphere of design of tourism experiences and co-creation of tourism experiences. He has developed numerous investigations, related to: design of tourist products and tourist experiences.

Francisco Fidel Feria Velázquez, Holguín University

Graduated from Bachelor of Mathematics. Professor at the University of Holguin. Doctor of Pedagogical Sciences. In his career, he has taught the following subjects: Management and strategy and scientific research in tourism. He has advised scientific-student works related to the design of gastronomic routes and the reengineering of processes specifically in the restoration. He has developed numerous investigations, fundamentally in the tourism sector, related to gastronomic tourist destinations, product design and management of tourist entities.

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Published

2022-06-20

How to Cite

Fernández Cueria, N., Pérez Ricardo, E. del C., Medina labrada, J. R., Coronado Provance, K. Z. ., & Feria Velázquez, F. F. . (2022). Digital marketing management in tourist organizations. Scientific Journal Visión De Futuro, 26(2). Retrieved from https://visiondefuturo.fce.unam.edu.ar/index.php/visiondefuturo/article/view/559

Issue

Vol. 26 No. 2 (2022): July / December

Section

Original Articles

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Copyright (c) 2022 Noel Fernández Cueria, Elizabeth del Carmen Pérez Ricardo, Justa Ramona Medina labrada, Katia Zucel Coronado Provance, Francisco Fidel Feria Velázquez


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