Publicación:

Hostel positioning framework and marketing strategies for a successful instagram business account

Resumen en inglés

Tourism market understanding grants tourist accommodation owners to turn data, trends, and insights into competitive advantages; analogously, social media marketing understanding and use permits brands to create and reach communities to position themselves on the internet. This paper presents the positioning framework and strategies placed by Capitel Hostel to fulfill its objective of success, and the steps that were followed to start the official Instagram account of the Human Sciences Faculty of The University of Cartagena. Furthermore, findings indicate that the correct action approaches of both projects improved overall profitably of the hostel and boosted the image of the faculty and its courses. Keywords: Instagram, strategy, hostel, faculty, advertising