Plan de comunicación para la gestión de redes sociales de la hostería D'carlos Aqua Park en la ciudad de Santo Domingo de los Tsáchilas

Abstract

The main objective of this research work called Communication Plan for the Management of Social Networks of the Hostería D'Carlos Aqua Park in Santo Domingo de los Tsáchilas City is to develop sales and loyalty strategies to attract new customers. In order to fulfill this objective, a research work was carried out in which a survey was applied to the Economically Active Population (PEA) of Santo Domingo de los Tsáchilas city to know the preferences and tastes of the current consumer and the potential consumer. A situational analysis was also applied to the company through the preparation of a SWOT matrix and other matrices that allowed to know the company in depth. With this information it was possible to know the preferences of the current consumers in the tourism issue and the shortcomings of the company were also determined. The proposal contains strategies that are focused on solving existing problems, both internal and external, besides it ranges from the simplest to the most important, the restructuring of the mission and organizational vision, which is focused on the objectives and goals of the company, as well as the institutional reference that will make known in depth what D'Carlos Aqua Park is, where they started from and what they want to achieve, a strategy focused on content marketing was also developed in order to reach many people organically and attract potential customers. It is recommended to apply the proposed Communication Plan and to use metrics (KPIs) that are necessary to measure the effectiveness of each applied proposal.