Estrategias de marketing de los servicios hoteleros por el (COVID-19) en el destino Manta, Manabí, Ecuador
The main objective of this research was to establish post-Covid-19 marketing strategies for the economic reactivation of hotels in Manta city, this being descriptive with a quantitative approach, where 3 phases were developed. In the first place, a situational tourism diagnosis was carried out, whic...
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| Formato: | bachelorThesis |
| Idioma: | spa |
| Publicado em: |
2023
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| Acesso em linha: | http://repositorio.espam.edu.ec/handle/42000/2148 |
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Adicionar Tag | Resumo: | The main objective of this research was to establish post-Covid-19 marketing strategies for the economic reactivation of hotels in Manta city, this being descriptive with a quantitative approach, where 3 phases were developed. In the first place, a situational tourism diagnosis was carried out, which allowed the identification of the general characteristics and current state of the tourist area, in addition, 10 lodging establishments were characterized through surveys directed at hoteliers where the economic losses related to the Covid-19, then the analysis of the tourist situation of the accommodations was carried out, an analysis of the demand was also developed through the application of 196 surveys, resulting in the visitor prioritizing biosecurity in the quality and price of the services purchased. Subsequently, marketing strategies were evaluated, through customer satisfaction surveys of lodging establishments and 10 interviews with their managers to identify various aspects of marketing criteria in times of (COVID-19). In the last phase, the strategies that were based on the 4Ps were established, proposing marketing guidelines for post-pandemic hotels, also using the results of the SWOT, 5 strategic objectives were established where digital marketing strategies were established, aimed at programs and projects for the reactivation of hotel economics. Finally, an action plan is established in which it contemplates marketing strategies aimed at promotion and commercialization through tools, which allow offering a wide range of hotels in Manta |
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