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http://hdl.handle.net/10609/65910
Title: | La revolución digital en hoteles boutique: el impacto en la comunicación online |
Author: | Parrí Royo, Laura |
Tutor: | Guasch Vidal, Joan Miquel |
Others: | Universitat Oberta de Catalunya |
Abstract: | The digital revolution on the Internet has drastically changed the way we communicate, both at an interpersonal and business level. Today there isn¿t a marketing and communication strategy that does not combine online and offline actions, and less in a market as atomized as the hotel industry. This dissertation will investigate the challenges faced by Madrid and Barcelona boutique hotels on the digital revolution era. Firstly, we will take a look at the tourism and hotel industry evolution and the current state on digital terms. Afterwards, we will focus on boutique hotels, a hotel category that emerged in the 1980s to seek differentiation through design, service and quality. We will dig deeply into marketing communication strategies applied to the marketing funnel for an online sales process applied to the hotel sector. Finally, through field research based on in-depth questionnaires and active observation of boutique hotels, we will be able to conclude which are the marketing and communication tools and techniques mostly used by boutique hotels to create a differential value. |
Keywords: | digital revolution tourism sector online advertising communication mix online reputation |
Document type: | info:eu-repo/semantics/bachelorThesis |
Issue Date: | 21-Jun-2017 |
Publication license: | http://www.gnu.org/licenses/gpl.html |
Appears in Collections: | Treballs finals de carrera, treballs de recerca, etc. |
Files in This Item:
File | Description | Size | Format | |
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lparriTFG0617memoria.pdf | Memoria del TFG | 5,35 MB | Adobe PDF | View/Open |
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