Alternativa metodológica para la captación de clientes digitales en el sector turístico

Abstract

Today, the tourism sector has become one of the sectors with the highest sustainable growth worldwide. In that sense, the landing page or Spanish landing page or destination facilitates the capture of information from the crowd through the arrival of a form. In this context, the problematic situation that is identified through direct observation in web pages of the area of study, is the acquisition of clients in an empirical way when done in person, which implies the lack of knowledge of the marketing manager about landing pages to support this activity. In addition, companies only create a simple web page, which is why they do not have a landing page that allows them to capture new customers and keep them on the website, besides accessing different routes and converting this driving into sales. Being an exploratory study, the methodological alternative and the research problem were examined because it is a little studied subject in the country and a descriptive study to specify the properties, profiles and characteristics of the landing page. At the same time, a bibliographic analysis of documents was carried out, such as: books, Web pages, publications and scientific journals that allowed gathering the necessary information to carry out the research process and to sustain the theoretical framework with diverse information and from various sources. Finally, within the results an alternative was proposed for the capture of digital clients for Hostería Las Orquídeas with eight phases, as well as a landing page model for it.