Browsing by Author "Lasso Serpa, Cecilia Michelle"

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    Propuesta de branding corporativo para el Hotel Italia de la ciudad de Cuenca. Septiembre 2023 - Febrero 2024
    (Universidad de Cuenca, 2025-03-10) Lasso Serpa, Cecilia Michelle; Vallejo Vázquez, Andrea Doménica; Delgado Oleas, Nancy Karla
    The objective of this study is to develop a corporate branding proposal for Hotel Italia to guide owners through a process designed from academia, which allows them to contribute to the economic activities of a hotel with a long history. Hotel Italia, an accommodation establishment that is categorized by the Ministry of Tourism of Ecuador as a third-class institution, corresponding to 3 stars. Through the analysis of Hotel Italia's internal and external factors, strengths, weaknesses, opportunities and threats that affect its competitiveness in the market were identified, where the main tourist profile has been defined. With this information, strategies were defined to improve the hotel services and products, with the aim of strengthening its corporate branding. Qualitative and quantitative methods with a descriptive analysis were used in the research. Based on the data collected, the foundations were laid for a proposal that strengthens Hotel Italia's services and products. That is why it has been possible to form a new and sophisticated corporate image to create a bond of commercial loyalty between Hotel Italia and its main sales segment.