Marketing plan for the Carrizal INN hotel

This research aimed to draw up a marketing plan for the Carrizal Inn Hotel located in the town of Calceta, province of Manabí-Ecuador. Three methodological phases were structured, a situational diagnosis, a market research, and a tourism plan. In the first stage the field of study was delimited; besides an internal and external analysis were carried out through diagnostic matrices such as the evaluation of internal and external factors, competitive matrix, and SWOT matrix (Strengths, Weaknesses, Opportunities and Threats). In the study, the hotel supply and demand were analyzed, some faults were identified related to the denomination, according the hotel classification criteria issued by the Ministry of Tourism; regarding the SWOT diagnostic, strategies for the positioning and of the hotel were generated. The surveys conducted to the hotel guests revealed the visitors profile, and a plan was developed in which stands out the logotype and slogan, promotional pamphlet, advertisements on websites and social networks. mix strategies were established in order to minimize operational failures in the hotel. It therefore follows that the main nomenclature used does not match with the parameters stated by the Ministry of Tourism, so it arises to restructure some specific areas such as the number of rooms or to change the name to hostal.

• Auteur principal: Félix Mendoza, Ángel Guillermo (author)
• Autres auteurs: Cobeña López, Danny Daniel (author), Párraga Muñoz, Lisbeth Alexandra (author), Lucas Vidal, Leonel (author), Carreño Mendoza, Lorena (author)
• Format: article
• Langue: spa
• Publié: 2015
• Accès en ligne: https://revistasespam.espam.edu.ec/index.php/Revista_ESPAMCIENCIA/article/view/109