Estrategias de marketing digital y su incidencia en la captación de clientes en el Hotel Gran Daniel en la ciudad de Babahoyo en el año 2023.

In a globalized environment, the Ecuadorian hotel industry faces the growing need to adopt effective digital marketing strategies to maintain competitiveness in the market. This study focuses on Hotel Gran Daniel in Babahoyo and its challenge to stand out and retain customers in a highly competitive environment. It is hypothesized that the limitation in the use of digital media and social networks affects digital marketing strategies and, consequently, customer acquisition at Hotel Gran Daniel during the year 2023. The main objective is to analyze the impact of the digital marketing strategies implemented by the hotel on customer acquisition, identifying their effectiveness and proposing improvements to strengthen their positioning in the local market. To address this issue, a deductive approach and a mixed methodology including qualitative and quantitative research techniques will be employed. The results show a positive relationship between the digital marketing strategies implemented by the hotel, its presence on social networks, and the attraction of potential customers. The importance of an effective presence on platforms such as Facebook and Instagram is highlighted, as well as the use of tools such as Business Suite and Meta Business to improve online visibility. In conclusion, this study provides valuable information for Hotel Gran Daniel and other similar hotel companies in improving their digital marketing strategies and customer acquisition in a competitive environment.

• 第一著者: Gavilánez Murillo, Julio Josué (author)
• フォーマット: bachelorThesis
• 出版事項: 2024
• 主題: Marketing digital; Industria hotelera; Competitividad; Redes sociales; Estrategias de captación
• オンライン･アクセス: http://dspace.utb.edu.ec/handle/49000/15728