Browsing by Autor "Guillermo Armelini"

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Ciclo de vida de los destinos turísticos y estrategias de comunicación: los casos de España y Chile
(2013) Blanca García Henche; Eva Marina Reinares Lara; Guillermo Armelini
A tourist destination’s life cycle constitutes one of the most relevant themes in the analysis of tourism competitiveness. It shows the evolution of a destination over time and can identify the most coherent strategy to follow. This article proposes to apply the tourist destination life cycle model to evaluate the competitive situation of the destinations at different stages in the model, in order to analyse the business strategies that optimise their positioning. Thus in order to carry out this analysis, Richard Butler’s 1980 theory on Tourist Destinations’ Life Cycles is the reference framework that will be used, and the use of promotional tools at different stages in the destination’s life cycle will be analysed using the case study as a methodological tool. Given the current situation of established tourist destinations, the afore-mentioned method has been applied in the Spanish (destination in phase of stagnation) and Chilean cases (destination in the early development phase as a tourist destination) to make a diagnosis of the situation. It is therefore hoped to offer a better understanding of tourist destinations’ life cycles, taking into account that the Butler model is a diagnostic and not a decision-making tool, and its application in this analysis is of an exploratory manner.
Marketing Expenditures and Word-of-Mouth Communication: Complements or Substitutes?
(Now Publishers, 2010) Guillermo Armelini; Julián Villanueva
In this monograph we examine the extent to which word-of-mouth communication (WOM) plays a complementary and/or substitute role with regard to advertising. A review of the existing literature reveals the main similarities and differences between these constructs. We also examine the conditions in which a social contagion process is most likely. Specifically, our literature review helps us answer the following questions: whether WOM complements the advertising effect, when and how WOM can be a substitute of the marketing effort, and which issues limit WOM's ability to inform and persuade consumers. Published empirical evidence suggests that in most cases WOM complements advertising; however, three marketing strategies — viral marketing, referral reward programs, and a firm's creation of exogenous WOM — might work without advertising. This monograph concludes with a list of unanswered questions of potential interest to both researchers and managers.
Subaru XV: una estrategia de comunicación y mercadeo para la generación Y
(LA Referencia, 2013) Guillermo Armelini
En el año 2009 las ventas en la industria automotriz disminuyeron. El año 2010 habíacomenzado mucho mejor. En este contexto, Subaru Chile, un actor del mercado con una cuota relativamentepequeña (anexo 1), decidió introducir un nuevo modelo: Subaru XV, un crossover que sepresentaba como la gran apuesta para el creciente mercado de los SUV (anexos 6 y 7) El desafío delanzar este modelo presentaba varias aristas. En primer lugar, el mercado de este tipo de vehículosya estaba muy desarrollado por actores importantes como Toyota, Nissan y Renault (anexo 7). Ensegundo lugar, Subaru tenía que dirigir su acción comercial a un nuevo segmento de mercado(jóvenes entre 20 y 35 años) que desconocía y, consecuentemente, debía estudiar sus hábitos ynecesidades, y definir el sistema de comunicación más acorde para este target.