Browsing by Author "Oliva, James Robinson"
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Item Plan anual de marketing digital para la finca hotel Santa Clara para el año 2024(Universidad Santiago de Cali, 2023) Gutiérrez Ramírez, Andrés; Oliva, James Robinson; Burbano Cerón, José María (Director)This research focuses on knowing the marketing needs of the Finca Hotel Santa Clara, with the purpose of potentiating the use of digital technologies in sales, in order to contribute to the economic and operational sustainability of this accommodation in the Coffee Region. Taking into account the above, it is important to mention that the general objective of this research was to design the annual digital marketing plan of the Finca Hotel Santa Clara for the year 2024. For this process, a documentary review was carried out, analyzing articles and content related to the behavior, data and figures of tourism and digital marketing in Colombia and in the world, all this information has been integrated and reviewed with a descriptive approach. Regarding the results obtained in this project, in the first instance it is the diagnosis of the market situation of the Finca Hotel, through which weaknesses, opportunities, strengths and threats can be evidenced. Secondly, it is the identification of the customer profile and 4 its characteristics, thirdly it is the definition of objectives, strategies and activities for the marketing plan and finally the follow-up plan, for its fulfillment. In conclusion, with this information, the Finca Hotel Santa Clara can define its annual Marketing plan to get closer to its customers, taking advantage of the use of digital technologies to improve its positioning and increase its digital sales, strengthening the impact of tourism in the region and in the local economy.