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; bes...
Na minha lista:
| Autor principal: | |
|---|---|
| Outros Autores: | , , , |
| Formato: | article |
| Idioma: | spa |
| Publicado em: |
2015
|
| Acesso em linha: | https://revistasespam.espam.edu.ec/index.php/Revista_ESPAMCIENCIA/article/view/109 |
| Tags: |
Adicionar Tag
Sem tags, seja o primeiro a adicionar uma tag!
|
Adicionar Tag | _version_ | 1828620681796911104 |
|---|---|
| author | Félix Mendoza, Ángel Guillermo |
| author2 | Cobeña López, Danny Daniel Párraga Muñoz, Lisbeth Alexandra Lucas Vidal, Leonel Carreño Mendoza, Lorena |
| author2_role | author author author author |
| author_facet | Félix Mendoza, Ángel Guillermo Cobeña López, Danny Daniel Párraga Muñoz, Lisbeth Alexandra Lucas Vidal, Leonel Carreño Mendoza, Lorena |
| author_role | author |
| collection | Revistas Escuela Superior Politécnica Agropecuaria de Manabí |
| dc.creator.none.fl_str_mv | Félix Mendoza, Ángel Guillermo Cobeña López, Danny Daniel Párraga Muñoz, Lisbeth Alexandra Lucas Vidal, Leonel Carreño Mendoza, Lorena |
| dc.date.none.fl_str_mv | 2015-06-21 |
| dc.format.none.fl_str_mv | application/pdf text/html application/zip |
| dc.identifier.none.fl_str_mv | https://revistasespam.espam.edu.ec/index.php/Revista_ESPAMCIENCIA/article/view/109 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | Escuela Superior Politécnica Agropecuaria de Manabí Manuel Félix López |
| dc.relation.none.fl_str_mv | https://revistasespam.espam.edu.ec/index.php/Revista_ESPAMCIENCIA/article/view/109/91 https://revistasespam.espam.edu.ec/index.php/Revista_ESPAMCIENCIA/article/view/109/746 https://revistasespam.espam.edu.ec/index.php/Revista_ESPAMCIENCIA/article/view/109/747 |
| dc.rights.none.fl_str_mv | http://creativecommons.org/licenses/by-nc/4.0 info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | Revista ESPAMCIENCIA; Vol. 6 Núm. 1 (2015): REVISTA ESPAMCIENCIA 2015; 23-29 1390-8103 reponame:Revistas Escuela Superior Politécnica Agropecuaria de Manabí instname:Escuela Superior Politécnica Agropecuaria de Manabí instacron:ESPAM |
| dc.title.none.fl_str_mv | Marketing plan for the Carrizal INN hotel Plan de marketing para el hotel Carrizal INN |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares |
| description | 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. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | RevESPAM_ddc3c0d15a2c48006e0873b7bce8e3e9 |
| instacron_str | ESPAM |
| institution | ESPAM |
| instname_str | Escuela Superior Politécnica Agropecuaria de Manabí |
| language | spa |
| network_acronym_str | RevESPAM |
| network_name_str | Revistas Escuela Superior Politécnica Agropecuaria de Manabí |
| oai_identifier_str | oai:espamciencia.espam.edu.ec:article/109 |
| publishDate | 2015 |
| publisher.none.fl_str_mv | Escuela Superior Politécnica Agropecuaria de Manabí Manuel Félix López |
| reponame_str | Revistas Escuela Superior Politécnica Agropecuaria de Manabí |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Revistas Escuela Superior Politécnica Agropecuaria de Manabí - Escuela Superior Politécnica Agropecuaria de Manabí |
| repository_id_str | 0 |
| rights_invalid_str_mv | http://creativecommons.org/licenses/by-nc/4.0 |
| spelling | Marketing plan for the Carrizal INN hotelPlan de marketing para el hotel Carrizal INNFélix Mendoza, Ángel GuillermoCobeña López, Danny DanielPárraga Muñoz, Lisbeth AlexandraLucas Vidal, LeonelCarreño Mendoza, LorenaThis 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.El objetivo principal de esta investigación fue la elaboración de un plan de marketing para el Hotel Carrizal Inn ubicado en la ciudad de Calceta, provincia de Manabí, Ecuador. Se estructuraron tres fases metodológicas, el diagnóstico situacional, estudio de mercado y plan turístico. En la primera fase se delimitó el área de estudio; además se efectuó un análisis interno y externo, utilizando matrices de diagnóstico como la evaluación de factores internos y externos, matriz de competidores y matriz de diagnóstico de fortalezas, oportunidades,debilidades y amenazas. En el estudio de mercado se analizaron los componentes de oferta y demanda del hotel, se determinaron algunas fallas en la denominación utilizada, según los criterios para la categorización hotelera manejada por el Ministerio de Turismo. En función del diagnóstico FODA, se generaron estrategias para el posicionamiento y comercialización del hotel. Mediante las encuestas realizadas a los huéspedes se pudo conocer el perfil del visitante que llega al hotel y se elaboró un plan publicitario, en el cual sobresale el logotipo y slogan, tríptico promocional, la promoción en página web y redes sociales. Se establecieron estrategias del mix para minimizar falencias operativas en el hotel. Se concluye que la principal nomenclatura utilizada no concuerda con los parámetros establecidos por el Ministerio de Turismo, por lo que se plantea reestructurar ciertas áreas específicas como la cantidad de habitaciones o cambiar la denominación a hostal.Escuela Superior Politécnica Agropecuaria de Manabí Manuel Félix López2015-06-21info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtículo revisado por paresapplication/pdftext/htmlapplication/ziphttps://revistasespam.espam.edu.ec/index.php/Revista_ESPAMCIENCIA/article/view/109Revista ESPAMCIENCIA; Vol. 6 Núm. 1 (2015): REVISTA ESPAMCIENCIA 2015; 23-291390-8103reponame:Revistas Escuela Superior Politécnica Agropecuaria de Manabíinstname:Escuela Superior Politécnica Agropecuaria de Manabíinstacron:ESPAMspahttps://revistasespam.espam.edu.ec/index.php/Revista_ESPAMCIENCIA/article/view/109/91https://revistasespam.espam.edu.ec/index.php/Revista_ESPAMCIENCIA/article/view/109/746https://revistasespam.espam.edu.ec/index.php/Revista_ESPAMCIENCIA/article/view/109/747http://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccess2025-02-25T14:32:02Zoai:espamciencia.espam.edu.ec:article/109Institucionalhttp://revistasespam.espam.edu.ec/Universidad públicahttp://www.espam.edu.ec/http://revistasespam.espam.edu.ec/oai.Ecuador.1390-81031390-597Xopendoar:02025-02-25T14:32:02Revistas Escuela Superior Politécnica Agropecuaria de Manabí - Escuela Superior Politécnica Agropecuaria de Manabífalse |
| spellingShingle | Marketing plan for the Carrizal INN hotel Félix Mendoza, Ángel Guillermo |
| status_str | publishedVersion |
| title | Marketing plan for the Carrizal INN hotel |
| title_full | Marketing plan for the Carrizal INN hotel |
| title_fullStr | Marketing plan for the Carrizal INN hotel |
| title_full_unstemmed | Marketing plan for the Carrizal INN hotel |
| title_short | Marketing plan for the Carrizal INN hotel |
| title_sort | Marketing plan for the Carrizal INN hotel |
| url | https://revistasespam.espam.edu.ec/index.php/Revista_ESPAMCIENCIA/article/view/109 |