Estrategias para fortalecer el posicionamiento del Hotel JB Martínez en San Juan, Intibucá
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Date
2024-07-01
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Abstract
La presente investigación tuvo como objetivo proponer estrategias efectivas para fortalecer
el posicionamiento del Hotel JB Martínez en el mercado hotelero local. Para ello, se utilizó un
diseño metodológico mixto de alcance descriptivo, que permitió identificar las estrategias
adecuadas mediante la aplicación de dos instrumentos de medición a 111 clientes frecuentes y un
grupo focal con cinco colaboradores del hotel. Los resultados indicaron una falta de presencia en
redes sociales, con un 66.09% de los encuestados mencionando este problema. Además, el 86.96%
consideró que las campañas de marketing son poco o moderadamente atractivas. El 32% de los
clientes señaló que el hotel no se diferencia en términos de contenido en redes sociales, mientras
que el 80% sugirió la adopción de una temática distintiva. También se identificaron variaciones en
la ejecución de actividades y una falta de manuales y protocolos estandarizados en los procesos
operativos del hotel. Asimismo, el 14.78% de los encuestados destacó que el área de marketing y
redes sociales es fundamental para mejorar la afluencia de clientes. Finalmente, considerando los
hallazgos, se presentaron seis propuestas de mejora las cuales abordan cada área de debilidad
identificada y cuya implementación propuesta puede ser implementada por fases de acuerdo a la
capacidad del Hotel JB Martínez.
The objective of this research was to propose effective strategies to strengthen the positioning of Hotel JB Martínez in the local hotel market. For this purpose, a mixed methodological design of descriptive scope was used, which allowed identifying appropriate strategies through the application of two measurement instruments to 111 frequent clients and a focus group with five hotel collaborators. The results indicated a lack of presence in social networks, with 66.09% of respondents mentioning this problem. In addition, 86.96% considered that marketing campaigns are not very or moderately attractive. 32% of customers noted that the hotel does not differentiate itself in terms of content on social networks, while 80% suggested the adoption of a distinctive theme. Variations in the execution of activities and a lack of standardized manuals and protocols in the hotel's operational processes were also identified. Likewise, 14.78% of the respondents highlighted that the area of marketing and social networks is fundamental to improve the influx of clients. Finally, considering the findings, six improvement proposals were presented which address each area of weakness identified and whose proposed implementation can be implemented in phases according to the capacity of Hotel JB Martinez.
The objective of this research was to propose effective strategies to strengthen the positioning of Hotel JB Martínez in the local hotel market. For this purpose, a mixed methodological design of descriptive scope was used, which allowed identifying appropriate strategies through the application of two measurement instruments to 111 frequent clients and a focus group with five hotel collaborators. The results indicated a lack of presence in social networks, with 66.09% of respondents mentioning this problem. In addition, 86.96% considered that marketing campaigns are not very or moderately attractive. 32% of customers noted that the hotel does not differentiate itself in terms of content on social networks, while 80% suggested the adoption of a distinctive theme. Variations in the execution of activities and a lack of standardized manuals and protocols in the hotel's operational processes were also identified. Likewise, 14.78% of the respondents highlighted that the area of marketing and social networks is fundamental to improve the influx of clients. Finally, considering the findings, six improvement proposals were presented which address each area of weakness identified and whose proposed implementation can be implemented in phases according to the capacity of Hotel JB Martinez.
Keywords
Campañas de marketing, Estrategias, Posicionamiento, Redes sociales, Tecnologías innovadoras