Estrategias de Marketing Digital utilizadas para promocionar el turismo /
Villalobos Lopera, Valentina
Estrategias de Marketing Digital utilizadas para promocionar el turismo / Valentina Villalobos Lopera, Andreina Esther Martínez Toribio y Eduvi Lizeth Sibaja Bustamante ; director, Carlos Elías Gómez Diaz.
- 1.5 MB : 54 páginas ; figuras, tablas ;
Trabajo de grado
Organización Mundial del Turismo. (2018). Turismo para todos - Glossario.
https://www.unwto.org/es/turismo-para-todos/glosario
Kefallonitis, E., & Gioulekas, C. (2017). The impact of digital marketing on the tourism industry:
An exploratory study. Tourism Management, 58, 273-282.
https://doi.org/10.1016/j.tourman.2017.03.006
Papatheodorou, C. (2017). Digital marketing in the tourism industry: The role of social media.
Current Issues in Tourism, 20(3), 280-299. https://doi.org/10.1080/13683500.2014.881567
Chon, P. K., & Ryan, S. (2019). Exploring the role of digital marketing in the hospitality and
tourism industry. Current Issues in Tourism, 22(10), 1137-1154.
https://doi.org/10.1080/13683500.2018.1502383
Boukli, V., & Siomkos, G. (2017). Digital marketing practices in the Greek tourism industry: An
exploratory study. Tourism Management, 59, 383-393.
https://doi.org/10.1016/j.tourman.2017.05.002 Kim, J., & Lee, H. (2019). The effects of digital marketing on consumer behavior in the tourism
industry. Sustainability, 11(16), 4266. https://doi.org/10.3390/su11164266
Aaker, D. A., & Keller, K. L. (2016). Strategic Brand Management: Global Edition (4th ed.). Armstrong, G., & Cunningham, M. H. (2020). Marketing: An Introduction (14th ed.).
Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction (13th ed.).
Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing
Communications Perspective (11th ed.). Brassington, F., & Pettitt, S. (2017). Essentials of Marketing (4th ed.).
Brassington, F., & Pettitt, S. (2017). Principles of Marketing (8th ed.).
Cova, B., & Dalli, D. (2009). Working consumers: The next step in marketing theory? Marketing
Theory, 9(3), 315-339. Ferrell, O. C., & Hartline, M. D. (2017). Marketing Strategy (7th ed.).
Gronroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue,
Value. Journal of Business & Industrial Marketing, 19(2), 99-113. Jobber, D., & Ellis-Chadwick, F. (2019). Principles and Practice of Marketing (9th ed.).
Jobber, D., & Fahy, J. (2019). Foundations of Marketing (5th ed.).
Keller, K. L., & Kotler, P. (2016). Marketing Management (15th ed.).
Lancaster, G., & Reynolds, P. (2018). Marketing: The One Semester Introduction (7th ed.).
Pride, W. M., & Ferrell, O. C. (2019). Marketing (19th ed.).
Smith, P. R., & Zook, Z. (2011). Marketing Communications: Integrating Offline and Online with
Social Media (5th ed.). Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2019). Marketing: Real People, Real Choices
(10th ed.).
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal
of Marketing, 68(1), 1-17.
El presente trabajo de investigación, tuvo como determinar las estrategias de marketing digital utilizadas en la promoción del turismo en Sucre, Colombia, donde se abordó la problemática entorno a los métodos utilizados para tener un buen uso del marketing digital y para lograr una promoción efectiva. Para tal fin, se usó un enfoque metodológico cualitativo, con un diseño no experimental y de campo. Esta investigación reveló resultados significativos, se encontró que las redes sociales, como Facebook e Instagram, son herramientas clave para difundir información e interactuar con los turistas potenciales. Además, se destacó el uso de sitios web, blogs, correo electrónico y aplicaciones móviles en la estrategia de marketing digital. En cuanto al impacto de estas estrategias en la percepción de los turistas, se encontró que han tenido un efecto positivo en la imagen de Sucre como destino turístico. La difusión de contenido atractivo y la interacción activa con los usuarios en las redes sociales ha contribuido a posicionar a Sucre como un lugar atractivo para visitar, generando un aumento en el número de turistas que eligen esta región como destino. The purpose of this research work was to determine the digital marketing strategies used in the promotion of tourism in Sucre, Colombia, where the problem was addressed around the methods used to have a good use of digital marketing and to achieve an effective promotion. For this purpose, a qualitative methodological approach was used, with a non-experimental and field design. This research revealed significant results, it was found that social networks, such as Facebook and Instagram, are key tools to disseminate information and interact with potential tourists. In addition, the use of websites, blogs, email and mobile applications in the digital marketing strategy was highlighted. Regarding the impact of these strategies on the perception of tourists, it was found that they have had a positive effect on the image of Sucre as a tourist destination. The dissemination of attractive content and active interaction with users in social networks has contributed to position Sucre as an attractive place to visit, generating an increase in the number of tourists who choose this region as a destination.
Marketing.
Turismo.
Redes sociales.
Marketing digital. Turismo. Estrategia. Redes sociales. Organizaciones. Promoción.
Estrategias de Marketing Digital utilizadas para promocionar el turismo / Valentina Villalobos Lopera, Andreina Esther Martínez Toribio y Eduvi Lizeth Sibaja Bustamante ; director, Carlos Elías Gómez Diaz.
- 1.5 MB : 54 páginas ; figuras, tablas ;
Trabajo de grado
Organización Mundial del Turismo. (2018). Turismo para todos - Glossario.
https://www.unwto.org/es/turismo-para-todos/glosario
Kefallonitis, E., & Gioulekas, C. (2017). The impact of digital marketing on the tourism industry:
An exploratory study. Tourism Management, 58, 273-282.
https://doi.org/10.1016/j.tourman.2017.03.006
Papatheodorou, C. (2017). Digital marketing in the tourism industry: The role of social media.
Current Issues in Tourism, 20(3), 280-299. https://doi.org/10.1080/13683500.2014.881567
Chon, P. K., & Ryan, S. (2019). Exploring the role of digital marketing in the hospitality and
tourism industry. Current Issues in Tourism, 22(10), 1137-1154.
https://doi.org/10.1080/13683500.2018.1502383
Boukli, V., & Siomkos, G. (2017). Digital marketing practices in the Greek tourism industry: An
exploratory study. Tourism Management, 59, 383-393.
https://doi.org/10.1016/j.tourman.2017.05.002 Kim, J., & Lee, H. (2019). The effects of digital marketing on consumer behavior in the tourism
industry. Sustainability, 11(16), 4266. https://doi.org/10.3390/su11164266
Aaker, D. A., & Keller, K. L. (2016). Strategic Brand Management: Global Edition (4th ed.). Armstrong, G., & Cunningham, M. H. (2020). Marketing: An Introduction (14th ed.).
Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction (13th ed.).
Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing
Communications Perspective (11th ed.). Brassington, F., & Pettitt, S. (2017). Essentials of Marketing (4th ed.).
Brassington, F., & Pettitt, S. (2017). Principles of Marketing (8th ed.).
Cova, B., & Dalli, D. (2009). Working consumers: The next step in marketing theory? Marketing
Theory, 9(3), 315-339. Ferrell, O. C., & Hartline, M. D. (2017). Marketing Strategy (7th ed.).
Gronroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue,
Value. Journal of Business & Industrial Marketing, 19(2), 99-113. Jobber, D., & Ellis-Chadwick, F. (2019). Principles and Practice of Marketing (9th ed.).
Jobber, D., & Fahy, J. (2019). Foundations of Marketing (5th ed.).
Keller, K. L., & Kotler, P. (2016). Marketing Management (15th ed.).
Lancaster, G., & Reynolds, P. (2018). Marketing: The One Semester Introduction (7th ed.).
Pride, W. M., & Ferrell, O. C. (2019). Marketing (19th ed.).
Smith, P. R., & Zook, Z. (2011). Marketing Communications: Integrating Offline and Online with
Social Media (5th ed.). Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2019). Marketing: Real People, Real Choices
(10th ed.).
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal
of Marketing, 68(1), 1-17.
El presente trabajo de investigación, tuvo como determinar las estrategias de marketing digital utilizadas en la promoción del turismo en Sucre, Colombia, donde se abordó la problemática entorno a los métodos utilizados para tener un buen uso del marketing digital y para lograr una promoción efectiva. Para tal fin, se usó un enfoque metodológico cualitativo, con un diseño no experimental y de campo. Esta investigación reveló resultados significativos, se encontró que las redes sociales, como Facebook e Instagram, son herramientas clave para difundir información e interactuar con los turistas potenciales. Además, se destacó el uso de sitios web, blogs, correo electrónico y aplicaciones móviles en la estrategia de marketing digital. En cuanto al impacto de estas estrategias en la percepción de los turistas, se encontró que han tenido un efecto positivo en la imagen de Sucre como destino turístico. La difusión de contenido atractivo y la interacción activa con los usuarios en las redes sociales ha contribuido a posicionar a Sucre como un lugar atractivo para visitar, generando un aumento en el número de turistas que eligen esta región como destino. The purpose of this research work was to determine the digital marketing strategies used in the promotion of tourism in Sucre, Colombia, where the problem was addressed around the methods used to have a good use of digital marketing and to achieve an effective promotion. For this purpose, a qualitative methodological approach was used, with a non-experimental and field design. This research revealed significant results, it was found that social networks, such as Facebook and Instagram, are key tools to disseminate information and interact with potential tourists. In addition, the use of websites, blogs, email and mobile applications in the digital marketing strategy was highlighted. Regarding the impact of these strategies on the perception of tourists, it was found that they have had a positive effect on the image of Sucre as a tourist destination. The dissemination of attractive content and active interaction with users in social networks has contributed to position Sucre as an attractive place to visit, generating an increase in the number of tourists who choose this region as a destination.
Marketing.
Turismo.
Redes sociales.
Marketing digital. Turismo. Estrategia. Redes sociales. Organizaciones. Promoción.
