Diseño de un modelo de gestión comunicacional de Marketing enfocado en mejorar el posicionamiento y el servicio del Hostal “Bed and Breakfast”, de la ciudad de Riobamba, provincia de Chimborazo, período 2016 - 2017

Abstract

In this research work will be carried out a Model of Communication Marketing Management, with the aim of improving the positioning and the service of the Hostel “Bed and Breakfast”. The management model was oriented to the analysis and evaluation of the internal and external factors, as well as the results obtained in the survey applied to national and foreign tourists who visit the city of Riobamba and also the interview to the internal clients of the Hostel, it was obtained that the Hostel does not have positioning in the market Riobambeño because it is new and is little known. It is recommended to apply Costa´s model, focused on the needs of the Company and based on three aspects: institutional communication aimed at corporate relations, corporate image and corporate development; organizational communication oriented to corporate culture and internal communication; and the marketing communication that is in charge of advertising and commercial promotion. All these aspects together with a correct integration allow to strengthen internal communication and the message to be send to abroad, promoting new ideas and making changes that consist in improving the service and thus to obtain a better positioning.