Analysis of diverse marketing strategies for bungalows and campsites: a mixed-methods case study of the Sangulí Resort

Identifier:  TFG:8455

Handle: https://hdl.handle.net/20.500.11797/TFG8455

Authors:  Urbanek, Leonie Jana

Abstract:
This thesis explores the marketing strategies of Sangulí Salou, a hybrid lodging resort in Catalonia that combines luxury and camping experiences. Using a mixed-methods approach, it analyses the resort’s integrated marketing across digital platforms, CRM tools like Salesforce, and offline channels. The findings show data-driven, hyper-segmented campaigns aligned with travel behaviours and real-time booking trends. In 2024, the resort saw a 22% revenue increase, boosted by personalised content, social media ads, and emotional branding. The study offers insights into effective tourism marketing, highlighting the importance of digital infrastructure, targeted communication, and brand loyalty in driving direct bookings and customer engagement.