Marketing sensorial en la gestión de la comunicación de la Hostería La Andaluza en el año 2018

Abstract

The research project presented below aimed to analyze commercial marketing in the management of the communication of the hotel business "La Andaluza". The aim of this work is to be able to know the perception of the users who visit the hotel business in order to measure their level of satisfaction and thus be able to design sensory marketing strategies for "La Andaluza", thus improving the management of communication focused on the five senses of the tourist. The methodology used for the realization of this work is based on the application of surveys that were designated a representative group of users extracted from the annual average of visitors, in addition an eye tracking was used, an electroencephalogram and glasses in a technical view which allowed with different participants to measure levels of attention within the hotel business facilities. According to the results obtained it was possible to determine the importance of managing sensory marketing in an accepted way, that is to say each of the senses is important at the moment of reaching the users or customers, but as a finding it was possible to observe the need to implement the application of fragrance throughout the hotel business, music in a suitable tone that allows to entertain and relax the guests or visitors. After obtaining different results various strategies have been proposed supported in the sensory marketing, the creation of a storytelling that narrates the history or representation of each of the articles that are in the hotel business that will allow to further develop the potential of a place as historical and magical as is "La Andaluza".