Propuesta de análisis comparativo de servicios, promoción y tarifas entre establecimientos regulados y no regulados (Airbnb), para establecer los factores de competencia en el sistema de alojamiento. Caso: Cuenca – Ecuador

Abstract

The research focuses on the situation of the accommodation sector in the city of Cuenca, proposing an analysis of three variables: services, promotion and rates for regulated and unregulated accommodation establishments. The services, an inventory was made according to the classification and category of the regulated establishment to establish comparisons between the advantages and disadvantages with the non-regulated establishments. The promotion recognized diffusion channels: social networks and channels of traditional use, which were analyzed through a comparative table which allowed to recognize the market position of the two hosting systems. The rates were analyzed to detect which factor defines them in the regulated establishments according to their classification and category, as well as in the non-regulated ones. As a general objective, it was proposed to develop a comparative analysis of services, promotion and tariffs between regulated and non-regulated establishments (Airbnb), in order to establish the competition factors in the accommodation system. Cuenca Case - Ecuador. This study has a comparative - descriptive scope with a quantitative approach based on a sample analysis and a comparison with secondary sources; The establishments were analyzed according to a geographical delimitation.