Guía de procesos de marketing digital, caso Hotel Morenica del Rosario, Cuenca-Ecuador

Abstract

The intervention project presents a guide to Digital Marketing processes for the Hotel Morenica del Rosario, Cuenca-Ecuador, on Facebook. The methodology of the intervention project had a qualitative approach, it was developed in two phases: in the first, the tools were analyzed of Digital Marketing that the establishment uses to know its situation and the digital strategies that should be implemented; in the second, it established the Digital Marketing processes on Facebook for the client potential. The intervention project for its development resorted to an interview with the owner of the establishment and the use of analysis tools such as: Porter's Five Forces for the analysis of the environment, and, the strengths, opportunities, weaknesses and threats, SWOT for the internal analysis of the business. To determine the potential client of the Hotel Morenica del Rosario, Cuenca Ecuador, a structured survey was applied to 167 of its guests. Later, the variables obtained through the Statistical program were condensed Package for Social Sciences, SPSS 25. Finally, with the inputs of the two indicated phases, a guide is proposed of Digital Marketing processes for the Hotel Morenica del Rosario, Cuenca Ecuador, on Facebook. Keywords: Digital Marketing. Facebook. Potential client. Tools digital.