Plan de merchandising para mejorar la imagen corporativa del hotel “Diana Real” del cantón Santo Domingo de los Colorados

Abstract

The design of a merchandising plan for the Diana Real hotel located in the Santo Domingo de los Colorados canton was aimed at improving its corporate brand. At the beginning, a direct observation was carried out in the hotel facilities to analyze and evaluate the presence of visual merchandising, management, seduction, for the customer shopper and buyer at the point of sales, in addition, an interview was developed with the assistance of the RMG matrix adapted to merchandising which was applied to the owner and manager of the hotel, subsequently, surveys were virtually applied to 110 clients from the last three years, in this way it was possible to know real and first-hand information to carry out this study. Within the results, it was possible to show that customers qualify with 55% as "regular" everything related to their stay in the hotel, so it should be improved on issues such as lighting, furniture, decoration, buteven so a high percentage of 98% would stay again, as prices and the location of the companyare important elements. Merchandising is a very powerful component of marketing to enhancethe point of sale, thus seducing and retaining customers, but currently it is not a well -known topic in the business world. It was recommended that the Diana Real hotel stay informed about technological advances and new market demands in order to be part of the hotel industry.