Plan de marketing integral para fortalecer la rentabilidad y afluencia de clientes en Hacienda Nina

Abstract

The objective of this project is to design an integral marketing plan that increases customer attendance and loyalty during the winter season at Hacienda Nina, where social events are held, located on Vía a la Costa, Guayaquil. The justification is based on the need to strengthen the profitability and competitiveness of the business in the face of a changing environment. The development of the project was supported by the Design Thinking methodology, in which six interviews with experts and 310 surveys were applied using Google Forms, in addition to market segmentation techniques, inferential analysis, and marketing mix design. The results showed that the perception of comfort and service quality significantly influenced the probability of contracting, while the initial interest regarding rain was not a determining factor. Likewise, it was identified that visual content, testimonials, and real evidence on social media strengthened consumer trust. The conclusions indicate that seasonality does not eliminate demand, but rather requires an adapted offer, strategic communication, and a planned experience that turns the winter season into an opportunity for sustainable growth. Keywords: Seasonality, Rural tourism, Customer experience, Market research, Seasonal marketing.