Digital marketing management in tourism agencies

Abstract

<p>Given the upsurge in the use of information and communication technologies, digital marketing has changed the way businesses operate at the international level. In a tourism organization, these tools play a fundamental role in acquiring, retaining and building relationships with new customers to promote and sell the organization’s products and services. In this context, digital marketing is a fundamental strategy for brands because of the huge opportunities for growth, positioning and communication it represents. The overall objective of the study was to develop a process for digital marketing management for tourism organizations to facilitate their commercialization process. To this end, we have used different theoretical, empirical and statistical methods, resulting in the design of the proposed procedure. The application at Brisas Guardalavaca has improved engagement metrics by rounding out social networking, e-commerce and email marketing tools. In addition, the causes of the positioning and website bias are analyzed and alternative solutions concretized in the action plan are proposed.</p><div><p> </p></div>