Las redes sociales como medio de promoción turística para hoteles: estudio de caso de dos hoteles de la ciudad de Gandia

Abstract

El mundo de marketing evoluciona cada día y las empresas han de adaptarse rápidamente a las nuevas formas de promoción de los productos que ofrecen, para poder mantenerse en el mercado. Si se realiza una búsqueda en las redes sociales como Facebook o Twitter, se puede observar que en los últimos años, muchas empresas realizan la promoción y el marketing de sus productos o servicios en estos medios. Se ha decidido realizar una guía para profesionales del sector hotelero en la cual se explica cómo pueden ayudar las redes sociales a la promoción de un hotel. El objetivo principal de este trabajo es realizar un estudio exploratorio sobre el uso de las redes sociales por parte del sector hotelero en la playa de GandÍa y, en base al mismo, elaborar y diseñar una guía de pautas básicas para todo aquel profesional del sector hotelero que quiera adentrarse y utilizar las redes sociales en su negocio.

The aim of this bachelor thesis is to carry out an exploratory study about the use of social networks in the hotels of Gandía, and to design and develop a basic guideline for professionals of hotel industry who wants to use social network in their business. The project includes the following information on each of its parts: The first part explains what a social network is, and the kinds and types of social networks. This part also presents some data of the most popular social network's users and analysis of these data. In the second part, there are developed the advantages and disadvantages that may cause the use of social networks for business and how to deal with the problems that can occur. Below are some tools that facilitate the use of social networks and others that are used to analyse the results to be obtained by their use. This section also explains the usefulness of each tool presented. This third part finishes with the steps to follow to create a strategy to promote a hotel on social networks: choose the community manager, set the goals to be achieved (explanation how the goals must be and an example for a hotel), choose the most appropriate network to carry out the promotion, create a good profile, build relationships and strengthen those relationships. Subsequently it is made an analysis of the use of social networks in the hotels Los Robles and Mavi, located on the beach of Gandía. In this part, the author discusses the errors that hotels make using social networks and proposes possible solutions to those errors. For the analysis primary sources have been used (interviews with the responsibles for the promotion of hotels through social networks, and observation of the social networks of the hotels). Next is made a SWOT analysis of the use of social networks for a hotel company and finally, the study conclusion is developed.