PROCEDURE FOR THE MANAGEMENT OF VISUAL MERCHANDISING IN CULTURAL CENTERS FOR TOURISM

Abstract

Raise the quality and variety of the services offered, perfecting the forms of marketing and promotion; and extending the tourism product to new scenarios, in order to access new market segments and achieve differentiation from the competition, is one of the main goals faced today, not only because of the need to stay in a market that aims for competitiveness, but also as a means of seeking excellence. The objective of this article is to design a theoretical model for the management of visual merchandising in cultural centers of the tourism sector. For this, scientific research methods were applied that consist of the creation, through abstractions, of a modeled object with the essential features of the real object, which makes it possible to explain the features and particularities more easily. As a result, there is a theoretical model for the management of visual merchandising for cultural centers for tourism. As a novelty, it allows the integration of strategic and seduction merchandising, which will not only improve the presentation in cultural centers for tourism, but also profitability and customer satisfaction.