Sistema de Gestión de Marketing Comunicacional para mejorar el posicionamiento y rentabilidad del Hotel “Casa Blanca” de la parroquia Santa Marianita, cantón Manta, provincia de Manabí año 2015

Abstract

Tourism has been very important for the past years. The historical, cultural and traditional landmarks have been replaced by the natural beauty becoming one of the most important incomes for the inhabitants around the world. Ecuador is widening the limits to new tourist destinations by promoting attractive places to national and international visitors such is the case that Santa Marianita parish has become the most visited place in Manta canton, Manabí province. The present research was carried out from the strengths, opportunities, weaknesses and problems analysis of “Casa Blanca” Hotel. Field trip was developed by surveys in order to gather diagnostic-fundamental information to verify the hypothesis. It was verified that “Casa Blanca” Hotel is a tour operator that has weak corporative communication, a few promoting and publishing strategies which make difficult the participation in the market regarding to the competence therefore, goals cannot be accomplished. The initiative of the communicational-marketing management system is about strategy structure such as: publishing, promoting, salesforce and public relations. In each one of these, importance, objectives, range, responsible people, costs, frequency and design were detailed. These initiatives were established in the annual operational plan based on a prior budget of the execution are gathered in order to analyze the financial scenery of each area. If these values are applied opportunely and efficiently will allow “Casa Blanca” Hotel to strength it’s positioning and profitability in the national touristic market. By applying the strategies, there will be a feedback in order to determine the level of acceptance about accomplishment of the objectives so, the investment will be justified.