Plan de marketing y comunicación digital para la empresa animal park

Abstract

Abstract: This study implemented a digital marketing and communication plan for Animal Park, whose main problem is the limited strategic planning and positioning of its tourism potential. The objective is to strengthen its digital presence and relationship with the target audience through strategies aligned with its identity. The methodology adopted was a mixed approach, employing direct observation, document review, visitor surveys, and metrics analysis. The diagnosis revealed weaknesses in content planning and the use of digital channels; however, key strengths were identified, such as high customer satisfaction, the connection with nature, and its approach based on animal welfare. Access to information facilitated the analysis, although there were limitations due to the lack of historical metrics. The work is structured in three chapters: the first details the methodology; the second presents the diagnosis of the current situation and SWOT analysis; and the third develops the tactical proposal, budget, and indicators. This research is relevant to Animal Park by improving its competitiveness, and benefits society by promoting sustainable tourism and environmental education.