Examinando por Materia "Hotel y turismo"

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    Plan de mercadeo Hotel Cartagena Comfort
    (Universidad EAFIT, 2026-02-25) Páez Alarcón, Gladys Esperanza; Osorio Osorio, Jennifer Natalia; Tamayo Bustamante, Jairo Alejandro
    This study presents the development of a marketing plan for the Hotel Cartagena Comfort, aimed at enhancing its position and competitiveness within the Cartagena hospitality market. An internal and external situational analysis was conducted using frameworks such as PESTEL and SWOT matrices, identifying key segments including corporations, foundations, travel agencies, and educational institutions (Johnson et al., 2008). Based on these findings, the proposed strategies focus on brand strengthening, diversification of ancillary services, and the establishment of sustainable commercial alliances. The plan encompasses actions in digital marketing, corporate sales, distribution channel optimization, and loyalty programs. The expected outcomes include an increase in annual occupancy rates, greater market share within the corporate segment, and the consolidation of the hotel as a strategic partner for local and international organizations (Amoah & Jibril, 2021).