Plan de comunicación estratégico y marketing digital para la empresa Anna Paula Náutica Travel S.A.S

Abstract

Abstract: Being the tourism market highly competitive and with a great demand for tourists, small and medium-sized businesses face various challenges, one of the most relevant is the implementation of strategies to attract and retain new customers, which is how the majority of tourism operators of the Salinas canton must adapt to the constant changes, trends and demands of the market. Based on this study, it was evident that many of these companies still do not fully value the importance of digital marketing and the significant impact that social networks can have on the visibility and positioning of a company in the digital environment. In a sector where customer perception is fundamental, as highlighted by Kotler (2010), and in high-demand destinations such as the resort of Salinas, which attract local, national and foreign tourists, investing in digital presence is essential. This will not only allow operators to stand out in the tourism market, but will also help them quickly adapt to the trends and needs of modern travelers, guaranteeing their competitiveness and relevance against the competition.