Plan de marketing digital para posicionar el hostal Jr Moncayo de la ciudad de Pedro Vicente Maldonado, provincia de Pichincha

Abstract

The purpose of the research work was to design a proposal for a digital marketing plan to position the Jr. Moncayo Hostal in Pedro Vicente Maldonado city of Pichincha province, for which an exploratory study was carried out, with a quantitative and qualitative approach, where techniques and research tools were used such as the survey in which questions were asked regarding digital marketing and positioning of the company. This survey was applied to a total of 383 people who are part of the internal demand for tourism in Pedro Vicente Maldonado city. It was in order to know the media and technological tools most used today as well as their level of positioning. In addition, the respective interview was conducted with the company's manager and direct observation, as well as an analysis of its current situation through the use of diagnostic matrices (RMG, MEFI, MEFE, SWOT) that allowed to know the strengths, weaknesses, threats and opportunities of the company in terms of the use of digital marketing and its positioning in the market. Finally, the proposal was developed in which strategies and digital tools were proposed taking into consideration the results obtained in the market study, therefore, it is concluded that the marketing plan is feasible since it has a positive impact on strengthening the presence of the brand in consumers, increasing visibility, economic growth, as well as the positioning of Jr. Moncayo Hostal. For this reason, it is recommended the implementation of the proposal designed in the research to position the brand in the market, taking advantage of digital resources, as well as the constant monitoring of the strategies is requested, as this will help to achieve the desired results of the hostel in an effectively and efficiently form.