Bibliographic citations
Coñez, C., (2018). Gestión de marketing digital en los hoteles del Centro Bartolomé de las Casas de la ciudad de Cusco – 2017. [Tesis, Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/1677
Coñez, C., Gestión de marketing digital en los hoteles del Centro Bartolomé de las Casas de la ciudad de Cusco – 2017. [Tesis]. : Universidad Andina del Cusco; 2018. https://hdl.handle.net/20.500.12557/1677
@misc{renati/23719,
title = "Gestión de marketing digital en los hoteles del Centro Bartolomé de las Casas de la ciudad de Cusco – 2017.",
author = "Coñez Vizcarra, Ciro",
publisher = "Universidad Andina del Cusco",
year = "2018"
}
Concerning to this research, the digital marketing management in the hotels of Centro Bartolomé de Las Casas of Cusco city is described as underdeveloped, and it was found the need of redesigning “La Casa de Fray Bartolomé” brand; it is seen the importance of a better use of online selling platforms and online promotion that are closer to the target audience, such as social media, OTAs (Online Travel Agencies), Tripadvisor, all professionally managed by a marketing specialist; Also, it was found the lack of e-commerce tools, which can provide the company a private online reservation system as well as the facilitation to clients to make direct payments through it. The objective of this research is to analyze the digital marketing management in the hotels of Centro Bartolomé de Las Casas, and for this it was identified which e-branding strategies are being used; also, it was verified if this company applies ecommerce; besides, it was described how online selling platforms as well as online promotion are being used. The methodology of this research is classified as descriptive and quantitative. It was developed from January to December, 2017 and carried out multiple tasks such as data collection, drafting, literature review, surveys, situation analysis with observation files. The results are shown according to the analysis of the four dimensions (e-branding, e-commerce, online distribution, and online promotion) which belongs to the independent variable, digital marketing. Finally, conducting the research analysis, a Digital Marketing proposal was developed according to the needs and potential of the company looking forward to respond to the identified investigation issues.
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