The unit of analysis is the tourist who makes a first stay booking in one of the five
hotels through advertising in the media and business cooperation with travel agencies in
charge of the distribution of accommodation products. Several media types integrate the
marketing communication plan of the five hotel units under the following categories:
newspapers and/or magazines, Web, catalogues, and others. The research does not focus
on the audiences by media vehicles, therefore no detail will be provided for the
designation of each vehicle.