Estudio de caso del hotel Walena ubicado en la ciudad de Riohacha

Abstract

A case study focused on marketing management in the Walena hotel company located in the city of Riohacha is presented, where the main objective of the study is to make a diagnosis of the relevance of digital marketing in this company. For this, a survey was improved as an information gathering instrument. The results show that the studied population has a clear digital marketing plan, measures the reach and impact of their publications on social networks, complies with the policies established by the decision-making bodies and considers that social networks are an important complement to make visible your company and position your products. In addition, the importance of having a professional in digital marketing, such as the community manager, is highlighted to improve decision-making in advertising campaigns and generate a positive impact on the brand. Finally, it is concluded that it is necessary to know the growth of the brand and products in social networks and in all the publications made. The results obtained allow us to know the level of development of companies in terms of their digital marketing strategy and provide recommendations to improve their presence and positioning online. Ultimately, this case study demonstrates the importance of a strong and well-structured digital marketing strategy for achieving a strong brand identity and establishing an effective online presence in today's increasingly digital world.