Examinando por Materia "Necesidades y motivaciones humanas"

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    Estrategia de mercadeo que permita incrementar la demanda en el servicio de hospedaje a través de plataformas digitales
    (Universidad EAFIT, 2025) Bautista Delgado, Vivian; Londoño Vélez, Natalia; Uribe de Correa, Beatriz Amparo
    The main purpose of this project is to formulate a marketing mix that increase the demand for lodging services in Pereira through digital platforms such as Airbnb. To this end, the behavior of the tourism market was analyzed, particularly that of lodging services offered through digital platforms such as Airbnb, in Pereira, Colombia. Likewise, the most relevant concepts of marketing were reviewed, such as human needs and motivations, decision-making process and marketing strategy, and interviews were conducted with profiles related to people of socioeconomic stratum 6, executives or digital nomads, who would be the customer prospect of a lodging in Pereira, offered through digital platforms Therefore, the methodology included a mixed approach, combining documentary review, secondary data analysis and in-depth interviews with representative profiles, such as executives, digital nomads and tourists. This with the purpose of finding the right marketing mix to increase the demand for the lodging service in the region of the coffee region, specifically in Pereira, offered through digital platforms such as Airbnb. Everything aforementioned, considering that most people who venture into the tourism sector with accommodation services in properties offered through digital platforms, normally have knowledge in the real estate market with traditional rentals, but do not have knowledge about the tourism market and how this affects the design of market strategies to offer accommodation in their property.