Visual Merchandising and Digital Marketing: strategies in the improvement of the profitability of the tourism of the Canton of Baños
Article Sidebar
Main Article Content
Abstract
At present, there is a lack of visual merchandising and digital marketing strategies focused on companies in the tourism sector of the Canton of Baños. Therefore, the need arose to carry out a quantitative research in order to clearly know the businesses and companies that implement the use of these strategies is involved in the profitability of the businesses and in a bibliographic way for the study of the variables. As a data collection tool, a survey validated by experts in the field was used, in which information from the tourist cadastre of the Baños canton was taken as a reference, obtaining a sample of 207 businesses for the study. The analysis of the results shows that 71% of respondents apply digital marketing and visual merchandising tools achieving customer loyalty to the brand and, therefore, the level of sales has increased improving their profitability. While 29% are still under the management of old tools which does not favor the sale and consumption of services and products. It is concluded that both visual merchandising and digital marketing are key strategies, which when implemented properly will allow the growth and development of companies, achieving the improvement of profitability.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
1. Derechos de autor
Las obras que se publican en 593 Digital Publisher CEIT están sujetas a los siguientes términos:
1.1. 593 Digital Publisher CEIT, conserva los derechos patrimoniales (copyright) de las obras publicadas, favorece y permite la reutilización de las mismas bajo la licencia Licencia Creative Commons 4.0 de Reconocimiento-NoComercial-CompartirIgual 4.0, por lo cual se pueden copiar, usar, difundir, transmitir y exponer públicamente, siempre que:
1.1.a. Se cite la autoría y fuente original de su publicación (revista, editorial, URL).
1.1.b. No se usen para fines comerciales u onerosos.
1.1.c. Se mencione la existencia y especificaciones de esta licencia de uso.
Michelle Anahí Chimborazo-Mazabanda, Universidad Técnica de Ambato-Ecuador
0000-0001-5482-1793
Graduated from the Marketing and Business Management career at the Technical University of Ambato. He has taken several courses in administration, digital marketing and financial education. Additionally, he has experience in administrative and sales areas. Bachelor of Science from the “Ambato” High School.
María José Gordon-Gamboa , Universidad Técnica de Ambato-Ecuador
0000-0001-9764-7270
Graduated from the Marketing and Business Management career at the Technical University of Ambato. He has several courses in digital marketing, financial management, social networks and merchandising. Additionally, she has experience in sales and digital marketing. Technical Bachelor in Accounting of the “Inmaculada” High School.
Leonardo Gabriel Ballesteros-López , Universidad Técnica de Ambato-Ecuador
0000-0003-1014-9872
Master in Strategic Business Management M.B.A. from the Technical University of Ambato, Commercial Engineer and Bachelor of Administrative Sciences Administrator in Marketing from the Technical University of Ambato. Consultant and Business Advisor, General Manager of the Company Comprehensive Training in Organizational Resources (CIRORESOURCES); He has been teaching since 2001, at the Technical University of Ambato, Faculty of Administrative Sciences; The lines of research that he addresses in his work are: Marketing, Advertising and Promotion; Political Marketing, Skills and Management Competencies.
This article, form belongs to the DIDE research project “Impact of digital marketing on the
reactivation of tourism in the province of Tungurahua post covid-19 ”, approved by Resolution No. UTA-CONIN- 2020-0322-R and coordinated by Eng. MBA. Leonardo Ballesteros.
References
Alghizzawi, M. (2019). The role of digital marketing in consumer behavior: A survey. IJITLS, 24-31. Recuperado por https://www.researchgate.net/profile/Mahmoud-Alghizzawi/publication/332593102_The_role_of_digital_marketing_in_consumer_behavior_A_survey/links/5cbf533e4585156cd7ad23c0/The-role-of-digital-marketing-in-consumer-behavior-A-survey.pdf
Altamirano, M. J. (2020). El merhandising visual como elemento estratégico en el punto de venta. Digital Publisher, 35-52. Recuperado por https://dialnet.unirioja.es/servlet/articulo?codigo=7646090
Andrade, D. (2016). Estrategias de Marketing digital en la promocion de Marca Ciudad. Revista EAN, 59-72. Recuperado por http://www.scielo.org.co/pdf/ean/n80/n80a05.pdf
Batista, K., De Matos, I., & Limongi, R. (2020). Visual merchandising: A bibliometric analysis and future research proposals. Contextus, 18-16. doi:https://doi.org/10.19094/contextus.2020.60264
Bricio, K., Calle, J., & Zambrano, M. (2018). El marketing digital como herramienta en el desempeño laboral en el entorno ecuatoriano: estudio de caso egresados de la Universidad de Guayaquil. Revista multidiciplinar de la Universidad de Cienfuegos, 10(4), 103-109. Recuperado por http://scielo.sld.cu/pdf/rus/v10n4/2218-3620-rus-10-04-103.pdf
Cajal, M. (27 de Mayo de 2021). 10 estrategias de marketing turístico que actualmente funcionan. Recuperado por https://www.mabelcajal.com/2021/05/estrategias-marketing-turistico.html/#comments
Fredes, F. (2013). Marketing digital aplicado al turismo. Portal de promoción y difusión publica del conocimiento académico y científico., 20.
Galiana, P. (2020). ¿Qué es el marketig turístico? Todo lo que debes saber para triunfar en este mercado. IEBS. Recuperado por https://www.iebschool.com/blog/marketing-digital-marketing-digital-2-marketing-digital/
Gudonavicience, R., & Alijonese, S. (2015). Visual merchandising impact on impulse buying behaviour. Procedia, 635-640. doi:https://doi.org/10.1016/j.sbspro.2015.11.464
Márquez, L., Cuétara, L., & Labarca, N. (2020). Desarrollo y crecimiento económico: Análisis teórico desde un enfoque cuantitativo. Revista de Ciencias Sociales, 233-253. Recuperado por https://dialnet.unirioja.es/servlet/articulo?codigo=7384417
Martínez, A. (2018). Marketing 2.0 aplicado al sector turístico: la función comercial de los sitios webs de las organziaciones de markeitng de destinos. Vivat Academia, 1-23. Recuperado por https://www.vivatacademia.net/index.php/vivat/article/view/1065/1315
Medizabal, G. (2018). Merchandising visual y su influenza en el nivel de ventas. Puno: Repsotirio Instituional UNA-PUNO. Recuperado por http://repositorio.unap.edu.pe/handle/UNAP/8445
Monge, J., González, A., Armas, S., Ballesteros, L., & Hernández, A. (2022). Examining the tourism image in pandemic using structured and unstructured techniques. PONTE, 1-14. doi:10.21506/j.ponte.2022.2.1
Muso, E., Mancheno, M., & Quisimalín, H. (2020). Merchandising: un factor invisible en la industria turistica. Digital Publisher, 165-183. doi:doi.org/10.33386/593dp.2020.3.229
Nieto, E. (2018). Tipos de investigación. CORE, 1-4. Recuperado por https://core.ac.uk/display/250080756?utm_source=pdf&utm_medium=banner&utm_campaign=pdf-decoration-v1
Palomares, R. (2011). Merchandising: Teoría, práctica y estrategia. Madrid: ESIC Editorial. Recuperado por https://books.google.com.ec/books?id=TJwjHsj28oQC&printsec=frontcover&hl=es#v=onepage&q&f=false
Rosero, Y. (2016). Merchandising. Una herramienta efectiva del mercadeo. Revista Arte y Diseño, 38-45. doi:0.15665/ad.v14i02.2146
Ruggel, D., & Torrejon, L. (2022). Promoción turística de los atractivos naturales del alto mayo para incrementar la demanda turística de la tercera edad.
Sathyanarayana, S., Harshini, C., & Sudhindra, G. (2017). An Analytical Study on the Impact of Visual Merchandising on Impulsive Buying Behaviour in Shopper Stop. IJSBAR, 112-132. Recuperado por https://www.gssrr.org/index.php/JournalOfBasicAndApplied/article/view/8243
Vera, A., Ortiz, J., Mantilla, Á., Salazar , G., & Espinosa , O. (2019). Digital marketing as a promotional tourism strategy in Ecuador. A systematic mapping. International Journal of business and school science, 10, 100-112. doi:10.30845/ijbss.v10n7p12
Vergara, H., Palacios, E., & Escudero, A. (2017). Desarrollo de los Atractivos Turisticos del cantón Penipe con Estrategias de Marketing Digital. mktDescubre, 125-133. Recuperado por http://dspace.espoch.edu.ec/bitstream/123456789/9795/1/mkt_n9_14.pdf
Verma, R., Gupta, M., & Bakshi, M. (2020). Role Of Visual Merchandising In Retail Marketing-With Speacial To Indian Retailers. European Journal of Molecular & Clinical Medicine, 2296-2302. Recuperado por https://ejmcm.com/article_6280.html#:~:text=Abstract,for%20your%20store%20and%20products.