EL MARKETING DIGITAL EN LA CADENA HOTELERA CUBANACAN: UNA VISIÓN ESTRATÉGICA TRAS EL IMPACTO DE LA COVID-19

THE DIGITAL MARKETING IN THE CUBANACAN HOSPITALITY COMPLEX: A STRATEGIC VISION AFTER THE IMPACT OF COVID-19

Abstract

ABSTRACT: The impact in the whole planet of the pandemic because of the coronavirus SARS-CoV-2 from final of the 2019, I cause a significant contraction in the tourist sector, the same as it has modified the behavior from the consumers when looking for information, to buy, or to interact socially. Internet stands out as the main scenario for the realization of these activities, that which converts the appropriate implementation of a strategy of digital marketing and its tools, in an important competitive advantage for the entities of tourist lodging. The Chain of Hotels Cubanacan is one of the managerial groups of bigger relevance of the sector in Cuba and its strategy of digital marketing, although it presents as strengths the holding of an own Online Platform of Sales and a place corporate web that he/she facilitates to carry out direct sales, it requires to be upgraded with the implementation of tools guided to elevate the reputation in the social nets, to improve the positioning of the place corporate web in the search motors, to increase the effectiveness in the communication to different publics, to extend the reach of the Online Platform of Reservations and to diversify the payment gangplanks. Keywords: COVID-19, Cuba, Strategy, Digital Marketing, Hotels Cubanacan.