Plan de marketing digital para la agencia de viajes DyH viaggio en la ciudad de Guayaquil.

Abstract

The project presented below consists of the development of a digital Marketing plan for the DyH Viaggio Travel Agency, which aims to increase 4% of sales through the incorporation of Digital Marketing. To carry out the development of the proposal, a brief review of the theories that have been considered of great contribution has been made. A descriptive investigation was carried out with a simple cross-sectional design to analyze the buying behavior of the consumers of the travel agencies in Guayaquil, allowing to identify the preferences and valuations that the digital platforms for the sale of tourist services must meet. The perception of digital Marketing is confirmed as a necessary means for today's travel agencies that allows them to position themselves in a better way. The research proposes to establish different communication objectives on Facebook and Instagram, based on the segmentation where two types of clients are established: Instatravels and analyzers. In addition, the functional redesign of the website is considered with the incorporation of e-commerce as a key element of the proposal. A financial analysis was developed, backed by the division's revenues and expenses, resulting in a favorable scenario in TIR, VAN and ROI with an annual investment of $ 17,874.