Asuntos operativos de la gerencia de mercadeo en la industria hotelera basados en el modelo caótica

This article addresses the adoption of operational approaches to marketing management based on the chaotic model, with special emphasis on its application within the hotel industry, characterized by markedly uncertain environments. It begins with an analysis of the strategic importance of market research in this industry and delves into sustainable and contextually adaptable distribution proposals. The study focuses specifically on the hotel industry in Zulia state, systematically addressing the different phases that comprise the marketing processes under this paradigm: market research, new product design and presentation, promotion and advertising strategies, pricing policies, profit margins, and distribution channels. Finally, it concludes that the implementation of the chaotic model in marketing strategies represents a viable and effective alternative for hotel organizations, providing a flexible, resilient approach aligned with the challenges posed by the volatility of the contemporary environment.