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

Abstract

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.