Bibliographic citations
Lopez, J., Sanchez, S. (2024). Plan de marketing en redes sociales para contribuir con el posicionamiento de Lamas como subdestino turístico [Universidad Nacional de San Martín. Fondo Editorial]. http://hdl.handle.net/11458/5838
Lopez, J., Sanchez, S. Plan de marketing en redes sociales para contribuir con el posicionamiento de Lamas como subdestino turístico []. PE: Universidad Nacional de San Martín. Fondo Editorial; 2024. http://hdl.handle.net/11458/5838
@misc{renati/1054696,
title = "Plan de marketing en redes sociales para contribuir con el posicionamiento de Lamas como subdestino turístico",
author = "Sanchez Saavedra, Shirley Fiorella",
publisher = "Universidad Nacional de San Martín. Fondo Editorial",
year = "2024"
}
Social media marketing plan to contribute to the positioning of Lamas as a tourist subdestination A social media marketing plan allows a tourist destination to effectively reach a more diverse audience by using different platforms and strategies to position itself in the minds of potential visitors, creating an emotional bond and encouraging their interest in getting to know the place. The general objective of this research was to propose a social media marketing plan to contribute to the positioning of Lamas as a tourist sub-destination. The specific objectives were: to analyze the importance of the social media marketing plan in the management of the Lamas subdestination, to determine its level of positioning according to the visitor's perception, and to design strategies to publicize its tourist offer. This was an applied research, due to its mixed nature, with a non-experimental cross-sectional approach and a descriptive-propositive design. The data collection techniques used were surveys and interviews. The instruments used were the questionnaire and the questionnaire guide. The first sample consisted of 20 tourism enterprises located in the district of Lamas. The second sample consisted of 383 tourists who visited the main points of interest in Lamas to discuss the need to establish a solid and attractive presence of Lamas in the current market. In order to contrast the information obtained in the surveys, two interviews were conducted: the first was directed to tourism representatives of the Provincial Municipality of Lamas and the second to experienced professionals in tourism and digital marketing. The results revealed the importance of the strategic use of social media to increase the online visibility of the subdestination, which in turn enhances its reputation and recognition. Specific recommendations were provided for the implementation of the plan through cooperative work between the state apparatus, private sector and local population for the creation of promising visual content, collaboration with local influencers and scheduling of publications. It was concluded that a marketing plan in social networks has a high degree of importance in the management of the Lamas subdestination, because it has a low level of positioning in the digital environment, which impacts on the attraction of potential visitors and the minimum knowledge of the tourist offer it hosts.
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