Uso de herramientas tecnológicas de marketing digital en el sector hotelero de la parroquia Crucita del cantón Portoviejo

The investigation was developed with the purpose of proposing the use of digital marketing technological tools for the hotel sector of the Crucita parish, for which the following procedure was complied with: first, a descriptive analysis of the tourism sector of the parish was carried out. and the hotels were identified by means of a hotel characterization sheet; Subsequently, the situation of the sector was determined in terms of the use of the aforementioned tools, carrying out a bibliographic review, for the subsequent preparation and validation of a semi-structured interview using the Hernández Nieto expert method, this evaluation instrument was applied to those in charge of said the lodging establishments and the data were tabulated, in addition, a Social Media Check List was used to assess the web pages, a web search to determine the SEO and SEM of said pages, and the metrics in social networks were studied; As a third stage, an action plan was designed using the SOSTAC methodology, which required the analysis of the situation through a SWOT matrix, the definition of SMART objectives, the strategy scheme and the development of tactics, actions and compliance indicators. The results indicate that the hotel sector of the parish is weak in terms of the implementation of digital marketing and the tools it includes, so it is necessary to take advantage of social media trends and technological innovations to migrate effectively to this digital field and get the expected results.

• Main Author: Nevárez Sánchez, Luis Alejandro (author)
• Other Authors: Zamora Morán, Carlos Alberto (author)
• Format: bachelorThesis
• Language: spa
• Published: 2023
• Subjects: Marketing digital; Herramientas tecnológicas; Redes sociales; Plan de acción
• Online Access: http://repositorio.espam.edu.ec/handle/42000/2181