Propuesta de estrategias y tácticas de publicidad y promoción digital para el hotel Casa San Rafael de Cuenca-Ecuador

Abstract

The objective of this proposal was to develop digital advertising and marketing strategies and tactics for the Casa San Rafael hotel. The project was structured in four phases: first, a diagnostic analysis of the hotel's current situation was conducted; subsequently, a market study was carried out to identify trends and preferences of the target audience. Based on these findings, a strategic proposal was designed, including specific digital marketing tactics tailored to the hotel's context. Finally, the results were shared with all stakeholders. The diagnostic analysis, using a SWOT analysis, allowed for an understanding of the internal and external factors affecting the hotel's operations. This was complemented by tools such as the PESTEL matrix to assess the macro-environment and Porter's Five Forces model to analyze the micro-environment of the hotel industry. Interviews with the hotel's administrative and operational staff, guest surveys to determine the customer profile, observational trend analysis, and benchmarking were also conducted. As a result, a proposal for strategies focused on strengthening the brand's positioning and visibility was presented. These strategies can be implemented immediately by the hotel manager, as they were designed with clear objectives and sub-objectives, assigned responsibilities, and a defined timeline, facilitating their implementation and monitoring. This proposal provides a solid foundation for future actions that will contribute to strengthening the hotel's position in a competitive and ever-evolving tourism market.