Impacto de la marca turística de la ciudad de Loja en los hoteles de categoría tres estrellas.

In the competitive world of tourism, tourism brands play a crucial role in attracting and keeping the attention of travelers. The general objective of this research work is to determine the impact of the Loja tourism brand in three-star hotels. In order to comply with it, two specific objectives are proposed: to describe the concept of the tourist brand of Loja based on the level of perception generated by three-star hotels and the proposal of an improvement plan for the tourist brand of Loja. For the first objective, a bibliographical review was carried out to understand each element of the tourist brand and different main actors were interviewed, to obtain information on the implementation and promotion of the brand, the information obtained was systematized and presented in a table, An analysis of the level of perception of the brand in three-star hotels was also carried out, the managers of these hotels were interviewed to find out their perception of the brand to later interpret the results obtained in an impact matrix. With respect to the second objective, the methodology proposed by the National Agency for Quality Assessment and Accreditation (ANECA) of Spain was used, a SWOT matrix and crossed SWOT was carried out, to identify the strengths and weaknesses of the Tourism Brand in question, a Once the main problems were identified, the objectives of the improvement plan were formulated to then select the possible alternatives for improvement and prioritize the most appropriate ones for the investigation. A prioritization table was used to identify the highest priority actions, taking into account the difficulty, term and impact. Once the improvement actions were selected in order of priority, the Improvement Plan was built, which resulted in 4 improvement actions involved in marketing and promotion.

• Үндсэн зохиолч: Yánez Sánchez, Jennifer Odaliz (author)
• Формат: bachelorThesis
• Хэл сонгох: spa
• Хэвлэсэн: 2024
• Нөхцлүүд: TURISMO; MARCA TURISTICA; HOTELES; LOJA
• Онлайн хандалт: https://dspace.unl.edu.ec/jspui/handle/123456789/30310