Plan De Marketing Y Comunicación Digital Para La Empresa Hostal Aruba

Abstract

Abstract: A digital marketing and communication plan was developed for Hostal Aruba, located in the city of Esmeraldas, with the objective of strengthening its position in the local tourism sector. The research began with an analysis of the hostel's current situation, its mission, vision, and the lodging services it offers. Several research instruments were used to collect information and data that allowed for a diagnosis of the company's current situation, including a SWOT analysis and surveys, which yielded relevant findings. In addition, descriptive research was conducted using surveys to identify the habits, preferences, and expectations of current and potential guests of Hostal Aruba. The results formed the basis for developing the action plan and designing digital marketing strategies to improve its visibility, attract new customers, and build customer loyalty.