Diseño de modelo de marketing digital para mejorar la visibilidad y captación de cliente en la Agencia de Viajes Sctravel

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dc.contributor.advisorHernández Jaimes, Nubia Esther
dc.contributor.authorRojas Galvis, Brignith Pamela
dc.contributor.cvlacRojas Galvis, Brignith Pamela [U00157443]spa
dc.contributor.linkedinRojas Galvis, Brignith Pamela [brignith-pamela-rojas-galvis-499495367]spa
dc.coverage.campusUNAB Campus Bucaramangaspa
dc.coverage.spatialSanta Marta (Magdalena, Colombia)spa
dc.coverage.temporal2024-2025spa
dc.date.accessioned2026-02-19T13:54:55Z
dc.date.available2026-02-19T13:54:55Z
dc.date.issued2025-06-05
dc.degree.nameIngeniero de Mercadosspa
dc.description.abstractLa presente investigación tuvo como propósito diseñar un plan estratégico y de fortalecimiento empresarial para la agencia de viajes SCTravel, ubicada en Santa Marta, Magdalena, con el fin de mejorar su posicionamiento, competitividad y sostenibilidad en el mercado turístico. El estudio se desarrolló bajo un enfoque cuantitativo de tipo descriptivo, mediante la aplicación de encuestas que permitieron analizar el comportamiento del mercado, las preferencias de los clientes y las oportunidades de mejora de la empresa. A partir del diagnóstico realizado, se formularon estrategias en las áreas de marketing, organización administrativa y proyección financiera, orientadas a optimizar su desempeño y fortalecer su participación en el sector turístico. Los resultados evidencian que, mediante la implementación del plan propuesto, la agencia puede consolidarse y ampliar su impacto en el mercado local.spa
dc.description.abstractenglishThe purpose of this research was to design a strategic and business strengthening plan for the travel agency SCTravel, located in Santa Marta, Magdalena, in order to improve its positioning, competitiveness, and sustainability in the tourism market. The study was developed using a descriptive quantitative approach, through the application of surveys that allowed for the analysis of market behavior, customer preferences, and opportunities for improvement within the company. Based on the diagnosis, strategies were formulated in the areas of marketing, administrative organization, and financial projection, aimed at optimizing its performance and strengthening its participation in the tourism sector. The results show that, through the implementation of the proposed plan, the agency can consolidate and expand its impact on the local market.spa
dc.description.degreelevelPregradospa
dc.description.learningmodalityModalidad Presencialspa
dc.description.tableofcontents1. Introducción 1.1. Contextualización del estudio 1.2. Antecedentes 1.3. Problema de investigación 1.4. Pregunta de investigación 1.5. Objetivos ⦁ 1.5.1 Objetivo general ⦁ 1.5.2 Objetivos específicos 1.6. Justificación Capítulo 2. Metodología 2.1. Tipo y enfoque de investigación 2.2. Población y muestra 2.3. Técnicas e instrumentos de recolección de datos ⦁ 2.3.1 Encuestas ⦁ 2.3.2 Entrevistas a gestores de SCTravel ⦁ 2.3.3 Revisión documental y análisis de métricas digitales 2.4. Procesamiento y análisis de la información 2.5. Consideraciones éticas Capítulo 3. Estado del arte 3.1. Transformación digital en el turismo pospandemia 3.2. Tendencias internacionales en marketing digital turístico 3.3. Informes y datos de ANATO sobre agencias en Colombia 3.4. Social media marketing en agencias de viajes 3.5. SEO y marketing de contenidos en turismo 3.6. Personalización y automatización del marketing 3.7. Síntesis crítica y brechas identificadas Capítulo 4. Marco teórico 4.1. Fundamentos del marketing digital 4.2. Marketing digital aplicado al turismo 4.3 Marco conceptual para el modelo integral de marketing digital aplicado al turismo ⦁ 4.3.1 Customer Journey Digital en turismo ⦁ 4.3.2 Modelo RACE aplicado al marketing digital turístico 4.4. Plataformas y herramientas digitales 4.5. PYMES turísticas y ecosistema digital colombiano Capítulo 5. Diagnóstico de la situación actual de SCTravel 5.1. Descripción de la empresa 5.2. Análisis de presencia digital ⦁ 5.2.1 Sitio web y SEO ⦁ 5.2.2 Redes sociales y engagement ⦁ 5.2.3 Publicidad digital (Meta Ads, Google Ads) 5.6. Matriz FODA digital 5.7. Resultados de encuestas y entrevistas aplicadas. 5.8. Entrevista con funcionaria de ANATO. Capítulo 6. Diseño del modelo integral de marketing digital 6.1. Estructura general del modelo 6.2. Estrategias de posicionamiento web (SEO) 6.3. Plan de marketing de contenidos y calendario editorial 6.4. Gestión de redes sociales y campañas pagas 6.5. Personalización de la experiencia del usuario 6.6. Automatización, CRM y analítica integrada 6.7. Definición de indicadores de desempeño (KPIs) Capítulo 7. Plan de implementación 7.1. Cronograma de actividades (semestral) 7.2. Roles y responsabilidades 7.3. Recursos y presupuesto 7.4. Herramientas y plataformas a emplear 7.5. Estrategia de seguimiento y control Capítulo 8. Conclusiones y recomendaciones 8.1. Principales hallazgos 8.2. Aportes teóricos y prácticos 8.3. Recomendaciones para SCTravel Anexos A. Guías de entrevista B. Cuestionarios de encuesta C. Matrices de recolección de datos D. Ejemplos de publicaciones y capturas de pantalla E. Otros documentos relevantesspa
dc.format.mimetypeapplication/pdfspa
dc.identifier.instnameinstname:Universidad Autónoma de Bucaramanga - UNABspa
dc.identifier.reponamereponame:Repositorio Institucional UNABspa
dc.identifier.repourlrepourl:https://repository.unab.edu.cospa
dc.identifier.urihttp://hdl.handle.net/20.500.12749/32989
dc.language.isospaspa
dc.publisher.facultyFacultad Ingenieríaspa
dc.publisher.grantorUniversidad Autónoma de Bucaramanga UNABspa
dc.publisher.programPregrado Ingeniería de Mercadosspa
dc.publisher.programidIMR-1775spa
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 2.5 Colombia*
dc.rights.localAbierto (Texto Completo)spa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.5/co/*
dc.subject.keywordsMarket engineeringspa
dc.subject.keywordsSustainable tourismspa
dc.subject.keywordsFeasibility analysisspa
dc.subject.keywordsTravel agencyspa
dc.subject.keywordsStrategic planningspa
dc.subject.keywordsTourism marketingspa
dc.subject.keywordsMarketing analysisspa
dc.subject.keywordsInternet marketingspa
dc.subject.keywordsE-commercespa
dc.subject.keywordsInternet (Economic aspects)spa
dc.subject.lembIngeniería de mercadosspa
dc.subject.lembAnálisis de mercadeospa
dc.subject.lembMercadeo en Internetspa
dc.subject.lembComercio electrónicospa
dc.subject.lembInternet (Aspectos económicos)spa
dc.subject.proposalTurismo sosteniblespa
dc.subject.proposalSanta Martaspa
dc.subject.proposalAgencia de viajesspa
dc.subject.proposalPlan estratégicospa
dc.subject.proposalAnálisis de viabilidadspa
dc.subject.proposalMarketing turísticospa
dc.titleDiseño de modelo de marketing digital para mejorar la visibilidad y captación de cliente en la Agencia de Viajes Sctravelspa
dc.title.translatedDesigning a Digital Marketing Model to Improve Visibility and Customer Acquisition at the Sctravel Travel Agencyspa
dc.type.coarhttp://purl.org/coar/resource_type/c_7a1f
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
dc.type.driverinfo:eu-repo/semantics/bachelorThesis
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersion
dc.type.localTrabajo de Gradospa
dc.type.redcolhttp://purl.org/redcol/resource_type/TP

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