Análisis de estrategias utilizadas para la venta de habitaciones en establecimientos de alojamiento de tres estrellas en el contexto de la COVID 19, en el centro histórico de Cuenca-Ecuador: periodo 2020-2021

Abstract

Sales strategies are a fundamental pillar for a company to have greater profitability; in the case of accommodation establishments, these strategies are also aimed at generating processes to build customer loyalty. This study addresses the analysis of the strategies used for the sale of rooms in the context of COVID-19 in relation to the three-star accommodation sector in the Historic Center of Cuenca-Ecuador in the period 2020 - 2021, because this sector was directly affected by the restrictions due to COVID-19. The study comprises three chapters; the first refers to the effects generated by COVID-19 on the sale of rooms in three-star accommodation establishments, the second diagnoses the sales strategies of rooms in such accommodations, and the third analyzes the results of the sales strategies developed by three-star accommodation establishments in the context of COVID-19. The methodology was based on semi-structured interviews with the managers of the three-star accommodation establishments, according to a not probabilistic at convenience sample. Finally, at the end of the research project, it was identified that the most used sales strategies were digital marketing, through the promotion of the establishments services in social networks and also strategic alliances with companies of various kinds. Keywords: Sales strategies, hotels, hostels, marketing, COVID-19.