¿Conoces a tu Buyer Persona?Identifica a tu cliente para mejorar tu estrategia de Inbound Marketing

  1. Andrés Romero Montero
  2. Ricardo Sellers-Rubio
  3. Adriana María Cely Alvarez
Revista:
Investigaciones Turísticas

ISSN: 2174-5609

Año de publicación: 2024

Número: 27

Páginas: 53-76

Tipo: Artículo

DOI: 10.14198/INTURI.23961 DIALNET GOOGLE SCHOLAR lock_openRUA editor

Otras publicaciones en: Investigaciones Turísticas

Objetivos de desarrollo sostenible

Resumen

This article analyzes how different tourist accommodation models use the buyer persona methodology to optimize inbound marketing strategies. We have attempted to determine how tourist accommodation defines the buyer persona, which tools and techniques are used to define it and the relationship established between the definition of the buyer persona and the strategies and actions at the market level. The study applies a qualitative methodology of inductive analysis, allowing us to analyze the cases in depth. For this purpose, eight semi-structured interviews have been conducted with those responsible for digital marketing of campsites, tourist apartments, hotel chains and independent hotels. The results obtained corroborate that the buyer persona methodology enhances a deep knowledge of the client and facilitates effective strategies for each accommodation model. The recommendations invite us to further the analysis and take advantage of the potential of this methodology.

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Fuente de los datos: Dialnet