Browsing by Author "Yunga Lituma, Abraham Steven"

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    Plan de promoción, comercialización y medios para establecimientos de alojamiento turístico de la ciudad de Cuenca caso: Hostal Delia Victoria
    (Universidad de Cuenca, 2023-06-19) Yunga Lituma, Abraham Steven; Delgado Oleas, Nancy Karla
    Nowadays, social networks play an important role in the positioning and development of tourism companies' marketing, despite knowing the great advantages offered by these tools, not all use them efficiently. In the Delia Victoria accommodation establishment, it has been possible to identify poor communication and marketing of its services by these means, for this reason the objective of this research is to develop digital marketing strategies for the establishment and in turn seek to improve communication with its customers. customers and brand loyalty. The method that will be used for the investigation will be qualitative and quantitative, the techniques that will be used for the development of this project are unstructured interviews and content analysis, in order to know generalities and characteristics of the establishment, primary sources will also be used and secondary, self-filled questionnaires to guests, to find out by which means of communication they found out and made their reservation, in turn will allow understanding the characteristics of the segment that chooses the establishment to stay. Keywords: promotion, marketing, digital marketing, hostel