Publicación:

Creación de valor a través del marketing digital en el sector hotelero de Bogotá

Resumen

This article summarizes the main contributions developed by experts in different branches of knowledge, collecting their concepts on value, value addition, differentiator, competitive advantage, value added, perceived value, etc.; as well as the conceptualization from the marketing of terms such as: digital marketing, ROI, prosumer, social networks, among others; next, it develops a characterization of the Bogota´s hotel sector and the visitors of it, allowing to identify in a concrete way the market segment to which the development of strategies should be directed, and finally it shows the position of the authors regarding the development of strategies of creation of value, using digital marketing as a tool, in order to guide the hotel sector of the city in said process.