Modelo de servucción y comercialización enfocada en promocionar los servicios de hoteles, bares & restaurantes y centros recreativos de la ciudad de Cuenca a través de una aplicación móvil y página web

Abstract

The present document pretends to expose the impact of Digital and Mobile marketing, through the new trends of the consumer in the online era, it explains detail to detail how they have evolved the purchases and reservations with the creation of web pages through a desktop computer or the development of mobile applications for Smartphones. Now the new consumer can have made their orders online between all the variety of goods and services offered by companies, in addition to making it easier and faster anywhere, anytime.

The field research was conducted in the city of Cuenca, improving access between consumers and services offered in hotels, bars, restaurants and recreation centers, so that local citizens, national tourists and foreign tourists can access these services a virtual way; in which they can know: the associated brands (strategic alliances), characteristics and attributes, information and communication of their offers and above all, that they can reserve or buy online.

All this analysis has foundations logical and theoretical based on consumer behavior, market research, services and digital or mobile marketing, as it is demonstrated with tools such as surveys and the SPSS statistical program; so, the conclusions or decisions of the respondents proved the viability of creating a web page and mobile app as intermediaries to promoted and promotion the services of the city between the users.