Canvas Marketing Plan is a design thinking tool to help companies build a marketing plan that allows them to make better decisions. It provides a simple structure that allows the user to visualize the dynamics and interaction of the different stages of the marketing plan and adapt the products and services to the needs of their clients, thus, “finding” the best position in relation to their competitors. This chapter presents a methodology of marketing that aligns the marketing plan with a highly connected and constantly changing market, but also online interaction vs. offline interaction, thus facilitating marketer planning. The canvas marketing model is validated by 146 marketeers from 17 distinct sectors of activity, allowing authors to gauge the timeliness and usefulness of this Framework.
This study aims to validate the multidimensional concept of a tourist destination by correlating the tourist's relationship with the lived experience. It is intended to evaluate the experience lived in the Peneda-Gerês National Park through five tourist sensorial dimensions: i. perception; ii. feeling of place (identification); iii. destination image; iv. equity and v. loyalty to destination.
Resumen: El presente artículo describe la imagen de los hoteles transmitida por los clientes en la red social TripAdvisor.es. Se trata de un estudio de caso que descompone e interpreta el análisis de un conjunto de comentarios, en la lengua castellana, acerca de 20 hoteles en Machu Picchu (Perú). Asimismo, se realizó un análisis descriptivo, basado en la inferencia de datos cualitativos y cuantitativos, a 177 comentarios de la red social mencionada, distribuidos en los primeros 20 hoteles de la lista de clasificación del viajero, entre los meses de octubre y diciembre de 2019. Los comentarios fueron analizados a través de una tabla compuesta por 14 categorías, observándose la prevalencia de comentarios positivos en todas las categorías y que las experiencias más apreciadas por los viajeros (y descritas en nuestra muestra) fueron "servicio", "comida" y "ubicación".
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.