Diseño de un plan integral de promoción para el hotel posada de María

Abstract

CONDITION FOR PUBLICATION OF PROJECT. The efficient implementation of promotional strategies in hotel establishments is key to attracting new customers and strengthening their market positioning. The purpose of designing a comprehensive promotional plan for Hotel Posada de María is to strengthen the establishment's presence through digital and traditional media by identifying the establishment's promotional needs, developing a visual and narrative identity, and validating the plan with beneficiaries. This integrative project used the Design Thinking methodology and utilized the SWOT matrix, Ishikawa diagram, positioning map, and tourist experience analysis tools. These tools revealed a high rating for the establishment in terms of personalized service and comfort, but low visibility in digital media. It is concluded that the comprehensive promotional plan for Hotel Posada de María optimizes the hotel's communication across its various digital channels, strengthens its brand identity in the market, and offers a prototype adaptable to the specific needs of users, thus contributing to its positioning and competitiveness in the hotel sector. Keywords: Tourism marketing, positioning, hospitality, digital media.