Propuesta de estrategias de comunicación y comercialización por medio del uso de las TICs en hoteles de 3 estrellas en Cuenca, Ecuador, febrero 2022-febrero 2023.Caso: Casa Merced, Casa Ruth y Hotel Majestic

Abstract

Information and Communication Technologies, ICTs, have transformed different sectors such as the economic and hospitality sectors. The use of information and communication technologies in the hotel industry is of great importance and has multiple benefits as they have revolutionized the way hotels operate, improving efficiency, service quality and customer experience. The use of these tools for communication and marketing in hotel companies, through websites or social networks, are part of the strategies that are currently used to carry out brand promotion and dissemination processes as a way to build loyalty and attract New customers. This research aims to propose communication and marketing strategies through the use of ICTs in three three-star hotels in the city of Cuenca, Ecuador. Casa Merced, Casa Ruth and Hotel Majestic are the establishments studied. The collection of information through semi-structured interviews with managers and staff in charge of the communication and marketing department, surveys and participatory observations, allow the information to be compiled and processed from a mixed approach. The results were reflected in a proposal of strategies for the effective use of ICTs, allowing to improve communication and marketing in the hotels studied. Keywords: ICTs, communication, clients, hotels, Cuenca