Estrategia de marketing digital para fidelización de turistas extranjeros a través de programas de lealtad online para la agencia de viajes Responsible Travel

Abstract

Abstract: The objective of this research is to design a digital marketing strategy aimed at building loyalty among foreign tourists through online loyalty programs for the travel agency Responsible Travel. The study was conducted using surveys and open-ended questions administered to passengers who had previously traveled with Responsible Travel, which allowed us to identify our segment, level of satisfaction with the tours purchased, repurchase intention, and acceptance of digital tools. The results show that our main market segment is made up of adult English-speaking tourists, with high levels of satisfaction with the tours and a keen interest in repeating the travel experience. Similarly, we identified a high regard for loyalty programs, especially those offering discounts on future trips, referral benefits, and exclusive experiences. Based on this analysis and results, a digital marketing strategy was designed that includes content and SEO, social media marketing, automated email marketing, online advertising, and influencer marketing. Through this proposal, it was determined that the implementation of these tools will contribute to strengthening customer loyalty, improving the customer experience, and strengthening Responsible Travel's competitive positioning in international and domestic markets.