Análisis comparativo del perfil de huéspedes de los establecimientos de alojamiento de la parroquia Baños: caso Hostería Durán, Hostería Cereven los Lirios y Hostal Primavera

Abstract

The influx of tourists and the growing number of hotels in the city of Cuenca have destabilized the hotel sector, generating the need to identity who are their consumers in the tourism market. Many of the visitors that stay in the different tourist accommodation establishments make use of their goods and services, but there is the risk that they are not up to customers’ expectations. The purpose of this study is to identity the guest profile that visits the accommodation establishments of the Baños parish. Three establishments were chosen voluntary from different categories: 4, 3 and 2 stars for a comparative study. The consumption behavior of 460 guests in August 2019, a representative sample according to the number of guests staying in the month of August 2018, was studied. This sample was distributed to an analysis using the fallowing statistical methods: CHAID and decision tree regression. The product of this investigation concluded that mostly the Baños parish is a favorite destination for the segment family who travels for tourism due to the various activities offered by the place and they are chosen for their adequate facilities for their break. Finally, strategies are proposed to increase demand according to the profile formulated.