Digital marketing management in tourist organizations

• Autores: Fernández Cueria, Noel; Pérez Ricardo, Elizabeth del Carmen; Medina Labrada, Justa Ramona; Coronado Provance, Katia Zucel; Feria Velázquez, Francisco Fidel
• Año de publicación: 2021
• Idioma: inglés
• Tipo de recurso: artículo
• Materia: Digital marketing; Tourism management; E-commerce; Web positioning; Social media
• Institución: Universidad Nacional de Misiones

Fil: Fernández Cueria, Noel. University of Holguín. Tourism Department; Cuba.
Fil: Pérez Ricardo, Elizabeth del Carmen. University of Holguín. Tourism Department; Cuba.
Fil: Medina Labrada, Justa Ramona. University of Holguín. Tourism Department; Cuba.
Fil: Coronado Provance, Katia Zucel. University of Holguín. Tourism Department; Cuba.
Fil: Feria Velázquez, Francisco Fidel. University of Holguín. Tourism Department; Cuba.
Digital marketing has changed the way businesses operate at an international level, taking into account the boom that the use of information and communication technologies has reached. In tourism organizations, these tools play a fundamental role in the process of acquiring new customers, retaining and creating relationships with them in order to promote and sell the organization's products and services. In this context, digital marketing is an essential strategy for brands due to the great opportunity for growth, positioning and dissemination that they represent. The general objective of this research is to develop a procedure for the management of digital marketing in tourism organizations that favors their commercialization process. For this, different theoretical, empirical and statistical methods were used, which allowed the design of the proposed procedure. The application of this procedure at the Brisas Guardalavaca hotel allowed perfecting the tools of social networks, electronic commerce and email marketing, thus raising the interaction indicators. In addition, the causes that cause deviations in the positioning and website were analyzed, for which alternatives materialized in an action plan were proposed.