Análisis del idioma inglés dentro del marketing de contenido del sector hotelero de la ciudad de Guayaquil 2024

The analysis of the English language within content marketing in the hotel sector in the city of Guayaquil was chosen due to its relevance in attracting international tourists and the competitiveness of the sector in an international market, despite its growing digitization, many hotels still do not optimize their content in English, which limits their reach and their ability to attract foreign customers. Therefore, we believe it is essential for hotels to adopt more effective digital marketing strategies and for tourism authorities and organizations to promote English language training within the hotel sector. The inclusion of content in this language in digital platforms improves accessibility and user experience, increasing the visibility of establishments in international markets. The methods used in this research were exploratory, documentary and mixed, combining qualitative and quantitative analysis. Surveys were applied to tourism students and an interview with a marketing expert to evaluate the perception and impact of English content in Guayaquil hotels. The checklist technique was also used to analyze the accessibility and quality of translations on hotel websites. Therefore, we propose that hotels optimize its digital content in English, implement multilingual marketing strategies and train their staff in communicating with international tourists. This will strengthen the competitiveness of the sector, improve the visitor experience and position Guayaquil as a more attractive tourist destination worldwide.

• Hlavní autor: Camacho Bravo, Karla Leonor (author)
• Další autoři: Cedeño Vera, Estefany Deyaritza (author)
• Médium: bachelorThesis
• Vydáno: 2025
• Témata: Accesibilidad web; Idioma inglés; Marketing de contenido; Presencia digital
• On-line přístup: http://dspace.utb.edu.ec/handle/49000/18556