Plan de comunicación estratégica 360° para la Hostería La Andaluza de la provincia de Chimborazo

Abstract

Abstract:The 360° Strategic Communication Plan for Hostería La Andaluza in the province of Chimborazo has the general objective of strengthening the positioning of this company as the best inn in the center of the country. Hostería La Andaluza provides accommodation service to national and international tourists in the province of Chimborazo. In the investigation it was known that since 2016 there has been a decrease in customers, a reality that was aggravated by the current health crisis, the crisis is also linked to communication management, since the company promotes its services in a empirical, without a professional focused on this work and without allocating a specific budget for communication or marketing activities. To carry out this study, qualitative methods were used to collect data through analysis techniques, observation and unstructured interviews. Through the quantitative method, a survey was applied to 70 clients of the inn. It was determined that a planned communication management that highlights the unique qualities of the inn will strengthen its position in the market and increase its customers.