Experience in the validation of a digital marketing methodology to strengthen the hotel sector in the city of Girardot and its area of influence

Abstract

This article describes the development of the research project “Validation of a digital transformation
methodology applying marketing enriched with digital content. Case study of the hotel sector, Girardot,
Cundinamarca”, which consisted of the bibliographic review of applicable methodologies for the development
of digital marketing strategies, their application and the validation of results obtained from six hotels.
For the selection of the methodology, a bibliographic review was carried out in search of different
methodological alternatives. According to the information studied, the methodology proposed by Sainz de
Vicuña is selected, against this information an experiment applied in six hotels was designed, generating a
discussion around the different findings, allowing decisions that contributed to the proposal of a strategy of digital marketing and presenting alternatives to strengthen aspects of the administrative structure of
companies. The project was developed during 2020 under confinement situations due to the COVID-19
contingency, affecting the hotel sector and generating a problem that became an opportunity by showing
the need to adapt to a changing environment, oriented to digital strategies to strengthening, acquiring and
retaining customers. The project ends with the presentation of the results obtained in three meetings, each
in order to maintain contact and present progress. In front of each meeting the businessmen presented
observations that allowed to validate the decisions taken against the proposed methodology, in the last
meeting all the products with the suggested changes were socialized.