Hotelería-Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/57

Browse

Now showing 1 - 8 of 8

Evaluación del marketing digital a través de las redes sociales Facebook e Instagram y de los motores de búsqueda Booking y Tripadvisor de los hoteles de categoría tres estrellas del Centro Histórico de la ciudad de Cuenca, Ecuador 2018-2019
(Universidad de Cuenca, 2020-09-28) Espinoza Vargas, Cindy Xiomara; Maldonado Obando, Kevin Steven; Serrano López, Ana Lucía
Marketing is a set of techniques to help companies with products or services promotion and advertising, as time goes by, this system evolves creating new ways that adapt to different times. Currently there is a type of marketing that is essential for most tourist and hotel companies to reach more people, it is the so called “Digital Marketing”, which is responsible for carrying out different strategies through the use of the internet, including social networks, search engines, OTA’s, and so on. The idea of knowing how hotels ae managing their advertising through Facebook and Instagram social networks and the search engines Booking and TripAdvisor appears due the importance that it represents today, because most people have access to the internet spending a great deal of their time through different electronic devices. For this graduation project, eleven three-star hotels in the Historic Center of the city of Cuenca and several guests of the city are taken as a study sample. With the results obtained in the research work, the final objective was to carry out a digital marketing plan for hotels in this category, which indicate different strategies and tactics for social networks and search engines, in addition, new media are proposed through tools offered by the Internet.
Plan de marketing para la comercialización de los hoteles 2 estrellas de la ciudad de Cuenca ubicados en el Centro Histórico, 2021, caso de estudio: Hotel Posada del Ángel, Siena Hotel y Hotel La Cigale.
(Universidad de Cuenca, 2022-11-21) Morocho Lupercio, Jenny Maritza; Sandoval Lozano, Darwin Fabián
Nowadays, marketing is a fundamental element that has gained importance over the years and to a greater extent after the health crisis caused by Covid-19, so within the hotel sector having a marketing plan is essential, since it serves as a key tool to manage a company because it allows you to have a clear vision of the final objective, as well as the actions to be taken into account for the achievement of goals, it also enables the good development of a hotel establishment and thus position the brand against the competition. The purpose of this intervention project is to develop a marketing plan for the commercialization of the 2-star hotels in the city of Cuenca located in the historic center, applied to the hotels: Posada del Ángel, Siena Hotel and Hotel La Cigale, the same that proposes marketing mix and digital marketing strategies, seeking to improve its image within the Cuencano market. The study was structured under a mixed approach: qualitative and quantitative, in which it was developed through three methodological phases: in the first phase a situational and commercial diagnosis of the hotels of the study was made through fieldwork using an observation sheet, later structured surveys were applied to national and foreign tourists to determine the target audience, in addition interviews with owners and / or managers of the establishments to propose marketing strategies according to the reality of the same and finally digital marketing strategies were established based on the PRGS model. The results obtained concluded that it is feasible to elaborate this marketing plan since the three hotels have a low occupancy rate despite having an attractive infrastructure, privileged location and services according to the characteristics of each hotel. Keywords: Marketing, marketing plan, strategy, hotel, digital marketing, positioning.
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
Propuesta de estrategias de marketing digital aplicadas al producto, precio y promoción. Caso Hostal Amancay
(Universidad de Cuenca, 2022-11-28) Ávila Mendieta, Daniel Alfonso; Segovia Benalcázar, Carmen Andrea; Delgado Oleas, Nancy Karla
The purpose of this intervention project is to develop digital marketing strategies oriented to the product, price and promotion of Hostal Amancay, as well as to grant the necessary guidelines to facilitate its implementation. Hostal Amancay is a 2-star tourist accommodation establishment, located at Calle Gran Colombia 10-51 and Padre Aguirre, in the city of Cuenca- Ecuador. The establishment was registered in the Tourist Cadaster in July 2017. It has 12 rooms with private bathroom, distributed between singles, doubles, triples and suites. Currently, it has services of: cable TV, restaurant, Wi-Fi, laundry, room service, currency exchange, excursions, yoga classes and bar.To develop this document, bibliographic reviews, field visits to the facilities, surveys, interviews with the manager and staff were used. It was considered necessary to segment into 3 chapters; chapter 1 being the current situation of the establishment. Both the theoretical basis and the analysis of data obtained with the surveys can be visualized within chapter 2, finally chapter 3 includes the proposed strategies to improve the price, product and promotion using digital marketing tools. Surveys were conducted with a representative sample of guests in order to receive their perceptions about the product, the promotion, price and the measures that the establishment could implement in the post-pandemic framework. The surveys were designed and shared through the Google Forms platform and tabulated using the Survey Heart app. Considering that it is proposed to apply the proposed marketing strategies and technologies in the future, this establishment will have a diffusion not only local or national, but international, thanks to the use and greater dynamization of advertising, which will be directly linked to the price to know how to cope with temporality. It is opportune to implement strategies in the hotel establishment taking into account that the pandemic has become an opportunity to reinvent itself and take better advantage of technological tools. Keywords: Marketing, Digital Marketing, Advertising, Promotion, Social Networks, Supply, Demand.
Propuesta de estrategias de marketing digital mediante inteligencia artificial para el Hotel Casa Merced de Cuenca-Ecuador
(Universidad de Cuenca, 2024-09-12) Aguirre Abad, Simone Renata; Aguirre Tenesaca, Cynthia Pamela; Saquicela Aguilar, María Esthela
The objective of this proposal was to develop digital marketing strategies for the Casa Merced Hotel, supported by artificial intelligence. It was structured in three phases: diagnosis of digital channels and current marketing situation in the hotel, a market study, and finally, the proposal of digital marketing strategies. Analysis tools such as SWOT and PESTEL were used, as well as interviews and surveys to collect relevant information. The diagnosis allowed for a detailed understanding of the internal and external factors affecting the facility. A thorough analysis of the hotel's strengths and weaknesses, as well as the opportunities and threats of the competitive environment, was conducted. Interviews with hotel staff provided valuable information that served as the basis for the analysis. Based on the results obtained, prompts were designed for the AI Chat GPT-4.0, aimed at developing strategies that overcome the identified weaknesses and optimize the hotel's presence on social networks, taking advantage of the vast informative capabilities of AI. The result of this work is a proposal of digital marketing strategies focused on strengthening the digital positioning of Hotel Casa Merced. These strategies seek not only to increase the hotel's visibility and competitiveness in today's market, but also to establish a solid foundation for future digital marketing initiatives. This comprehensive approach, which combines detailed analysis and the advanced use of AI allows Hotel Casa Merced to improve its digital presence effectively and sustainably over time.
Propuesta de plan de marketing digital: caso Hotel Boutique Santa Lucía, período marzo - agosto 2024, Cuenca – Ecuador
(Universidad de Cuenca, 2024-10-10) Guachichullca Carabajo, María Fernanda; Pérez Deleg, Diego Andrés; Urgilés Contreras, Diana Paola
Digital marketing in the accommodation sector allows you to develop promotional strategies that improve online visibility and reach the target audience in a direct and segmented way. In this sense, tourism organizations can personalize messages, offer experiences adapted to travelers' preferences, and increase interaction with potential customers, which allows greater loyalty and competitive advantages. Therefore, this project focuses on developing a digital marketing plan for the Santa Lucía Boutique Hotel, Cuenca - Ecuador, which analyzes the current situation and proposes improvements based on interviews and surveys with customers and hotel staff. Through social media strategies, online advertising, relevant content and personalized campaigns that will seek to improve how the hotel communicates with its audience. Not only will this improve its online presence and attract more customers, but it will also allow them to better understand customer needs and deliver satisfying experiences.
Propuesta de un plan de acción de marketing digital enfocado en la bioseguridad para la fidelización del cliente frente al COVID-19, en hoteles de tres estrellas en la ciudad de Cuenca caso: Hotel Yanuncay
(Universidad de Cuenca, 2021-08-16) López Villavicencio, Elva Mariuxi; Méndez Quizhpi, Erika Lorena; Quintero Maldonado, David Fernando
The Covid-19 pandemic has forced some countries to close their doors to both domestic and international tourism, severely affecting the hotel sector and creating great uncertainty in travelers. The new reality includes some changes in the lives of tourists, from complying with the basic measures of protection against the Covid- 19 to refraining from leaving home to visit new places and if so, should not bypass biosecurity protocols at the destination. Likewise, technology becomes one of the main allies every day as an element of safety and protection of people's health and in turn, a means of communication to reach tourist destinations. Based on a descriptive-quantitative research, current and accurate data of the state of the hotel in relation to COVID19 was collected, in the same way, through surveys with closed questions to hotel guests in December 2020, January and February 2021, the digital tools used by them were identified, which served as a reference for the development of digital marketing strategies. Therefore, to enhance the tourist's perspective, a digital marketing action plan applicable in a short time is proposed for the Yanuncay Hotel, focused on biosecurity for customer loyalty and therefore boost the economic and commercial development of the hotel against the Covid-19.
Propuesta de un plan de marketing digital para el hostal El Barranco, Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-03-04) Mendieta Pesantez, Bryan Oswaldo; Peñaloza Muela, Edgar Aníbal; Delgado Oleas, Nancy Karla
The purpose of this work is to develop a digital marketing plan tailored to the specific needs and characteristics of El Barranco hostel, located in the historic center of Cuenca, Ecuador. Based on a comprehensive diagnostic assessment, including an analysis of the internal and external environment using tools such as SWOT analysis, semi-structured interviews, and participant observation, significant shortcomings in the establishment's digital management were identified, such as the absence of a website, a weak social media presence, and a lack of awareness of online booking platforms. Furthermore, market research was conducted through guest surveys and an analysis of direct and indirect competitors, characterizing the profile of the potential customer and current consumption trends. Based on these findings, a digital marketing plan was structured, incorporating strategies relevant to the company's needs. The proposal aims to improve the hostel's visibility, increase occupancy, and strengthen its competitiveness in a dynamic tourism market. Finally, the strategies were validated through a process of engagement with the owners and staff of the establishment, ensuring their operational viability and alignment with the principles of sustainable tourism and local development.

Browse

Browsing Hotelería-Pregrado by Subject "Marketing digital"