Hotelería-Pregrado

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

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Browsing Hotelería-Pregrado by Subject "Posicionamiento"

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    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.