El Marketing Experiencial y su incidencia en el posicionamiento de la Hostería “El Imperio Real” Resort Spa de la ciudad de Salcedo

Abstract

The Hostería "El Imperio Real" Resort Spa is a company with over 14 years in the market, it´s business is based on providing hosting services to domestic and international customers, offering organizing events such as weddings, christenings, meetings business, training of personnel, among others, it also includes an excellent food service. The company needs proper planning and implementation of strategies to achieve maximum customer satisfaction and get a proper place of the brand in the market, this is why it was necessary to develop the theme of research in order to find a solution to the problems of the company. Through the development of the investigation it was possible to define that the positioning of the company requires the implementation of strategies in order to improve this issue. Therefore, through the research, the Inn was analyzed both internal and externally in order to understand the context of the company, through this way we want to establish strategies linked to feelings of customers to achieve the objectives assigned to the topic of the research. xviii The research presented focuses on the design of strategies Neuromarketing that are linked to the senses of customers, in order to captivate their attention and better positioning of the Inn "Royal Empire," thus strengthening the relationship with customers, in addition we want to reach their expectations. Key words: Experiential Marketing, positioning, strategies, Neuromarketing, customer satisfaction, Hostería “El Imperio Real” Resort spa.