Hotelería y Turismo

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Propuesta plan estratégico de marketing digital para la promoción de marca Sammy’s House como prestadora de servicios de alojamiento.
Rodríguez-Cuisa, Derly Camila; Mora-Forero, Jorge Alexander
For accommodation service providers, specifically for tourist apartments, promotion and advertising focused on each of them is very important, which is why, for this work, a proposal was made, focused on a strategic digital marketing plan for the promotion of the Sammy's House brand as a provider of accommodation services, so that this establishment, in addition to being welcoming and with a home-like atmosphere, can be distinguished by name and brand to anyone, through recognition and implementation of different strategies. Which in order to achieve the objective, first a study of the current state of the microenterprise and a study on the actions and competitive advantages that help its implementation were carried out. Secondly, a survey was carried out to identify the opinion and characteristics of potential guests for a tourist apartment in the city of Bogotá. Finally, a design was made to propose a digital marketing strategy, based on the previous study, support from different theories and the needs and purpose of Sammy's House.