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

Andrés Romero Montero; Ricardo Sellers-Rubio; Adriana María Cely Alvarez

doi:10.14198/INTURI.23961

Autores/as

Andrés Romero Montero Doctorad Interuniveristario eb Turismo. Universidad de Alicante, España https://orcid.org/0000-0003-0959-7694
Ricardo Sellers-Rubio Universidad de Alicante, España https://orcid.org/0000-0002-9108-1904
Adriana María Cely Alvarez Vatel Madrid, España https://orcid.org/0000-0003-3596-5059

DOI:

https://doi.org/10.14198/INTURI.23961

Palabras clave:

buyer persona, marketing digital, inbound marketing, alojamientos turísticos, marketing relacional

Resumen

Este artículo analiza cómo diferentes modelos de alojamiento utilizan la metodología del buyer persona para optimizar estrategias de inbound marketing. En particular, se busca conocer cómo los alojamientos turísticos definen el buyer persona, qué herramientas y técnicas utilizan para definirlo y qué relación se establece entre la definición del buyer persona y las estrategias y acciones a nivel de mercado. El estudio aplicó una metodología cualitativa de análisis inductivo que permitió analizar los casos en profundidad. Para ello, se realizaron ocho entrevistas semiestructuradas a responsables de marketing digital de campings, apartamentos turísticos, cadenas hoteleras y hoteles independientes. Los resultados obtenidos corroboran que la metodología del buyer persona potencia un conocimiento profundo del cliente y facilita estrategias efectivas para cada modelo de alojamiento. Las recomendaciones invitan a profundizar en su análisis y a aprovechar el potencial de esta metodología.

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