Browsing by Author "Zhunio Cajamarca, Marcia del Carmen"

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    Plan de promoción y publicidad para El Hotel Cisne, 2024
    (Universidad de Cuenca, 2025-05-19) Jarama Zhagüi, Martha Cecilia; Zhunio Cajamarca, Marcia del Carmen; Iñiguez Márquez, Gustavo Eduardo
    With the aim of increasing the visibility of the Hotel Cisne, located in the El Arenal sector, attracting a greater number of guests and differentiating itself in the market, a promotion and advertising plan was developed through digital and traditional marketing strategies. To this end, a cross-sectional research was carried out with a mixed approach. From the qualitative side, documentary analysis and interviews with hotel staff were carried out and for the quantitative approach, surveys were applied to the guests available during the study period, using non-probabilistic sampling for convenience, to identify specific market segments thanks to data inference. According to the study, most guests indicated that they were unaware of the hotel through social networks or its digital presence. As contributions, the study proposes specific recommendations to improve the hotel offer, in addition to specific promotion and advertising strategies, through advertising campaigns, especially in digital communication, which will improve the hotel's positioning and, consequently, increase its profitability.