Propuesta de estrategias de marketing digital mediante inteligencia artificial para el Hotel Casa Merced de Cuenca-Ecuador

Abstract

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.