Bibliographic citations
Gonzales, E., Cardenas, S. (2024). Plan de marketing digital para elevar la ocupabilidad del hotel Guizado Portillo, Lunahuana todo el año [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/683714
Gonzales, E., Cardenas, S. Plan de marketing digital para elevar la ocupabilidad del hotel Guizado Portillo, Lunahuana todo el año [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/683714
@misc{renati/1051460,
title = "Plan de marketing digital para elevar la ocupabilidad del hotel Guizado Portillo, Lunahuana todo el año",
author = "Cardenas Arevalo, Stefany",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
The Guizado Portillo hotel is a family business, which became a benchmark in the tourism industry in Lunahuaná. However, since the arrival of the pandemic, the hotel's occupancy began to decline due to the new restrictions imposed at the national level. Therefore, the main objective of this study is to improve the occupancy of the Guizado Portillo hotel throughout the year. To this end, we propose to implement a digital marketing plan through strategies based on the SOSTAC and RACE methodology. Likewise, a literature review and qualitative data collection was carried out through internal interviews with hotel staff to obtain primary information. From the application of the methodologies, it was possible to determine which tactics would be appropriate for the target audience, which is fundamental for directing the actions to be carried out based on the objectives and strategies. Finally, it was determined that by implementing a digital marketing plan, the company can obtain benefits in sales and customer satisfaction, but a clear limitation for its development is the budget allocated for the commercial area.
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