Diagnóstico de las estrategias de marketing aplicadas dentro de empresas hoteleras de la ciudad de Ibarra – mbabura.
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Date
2024
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Publisher
PUCE - Ibarra
Abstract
La investigación se centra en diagnosticar las estrategias de marketing utilizadas en las empresas hoteleras de la ciudad de Ibarra, Imbabura, considerando la importancia del sector turístico y hotelero para la economía local. El objetivo es conocer el estado actual de las estrategias de marketing en los hoteles ubicados en la zona urbana de la ciudad de Ibarra. La metodología combina enfoques cualitativos, mediante entrevistas a expertos, y cuantitativos, a través de encuestas a hoteles. También se analizarán investigaciones previas relacionadas con estrategias de marketing, medios digitales, atracción de clientes y cuota de mercado. El presente trabajo refleja una amplia oferta hotelera en Ibarra, pero con estrategias de marketing limitadas y desactualizadas, dependiendo principalmente del marketing de boca en boca. Se destaca la necesidad de realizar estudios de mercado, capacitar al personal, establecer alianzas, optimizar el marketing digital, implementar campañas publicitarias segmentadas y promover los atractivos turísticos de la ciudad.
The research focuses on diagnosing the marketing strategies used in hotel companies in the city of Ibarra, Imbabura, considering the importance of the tourism and hotel sector for the local economy. The objective is to understand the current state of marketing strategies in hotels located in the urban area of the city of Ibarra The methodology combines qualitative approaches, through interviews with experts, and quantitative approaches, through surveys of hotels. Previous research related to marketing strategies, digital media, customer attraction, and market share will also be analyzed. The present work reflects a wide range of hotel offerings in Ibarra, but with limited and outdated marketing strategies, mainly relying on word-of-mouth marketing. The need to conduct market studies, train staff, establish alliances, optimize digital marketing, implement segmented advertising campaigns, and promote the city's tourist attractions is highlighted.
The research focuses on diagnosing the marketing strategies used in hotel companies in the city of Ibarra, Imbabura, considering the importance of the tourism and hotel sector for the local economy. The objective is to understand the current state of marketing strategies in hotels located in the urban area of the city of Ibarra The methodology combines qualitative approaches, through interviews with experts, and quantitative approaches, through surveys of hotels. Previous research related to marketing strategies, digital media, customer attraction, and market share will also be analyzed. The present work reflects a wide range of hotel offerings in Ibarra, but with limited and outdated marketing strategies, mainly relying on word-of-mouth marketing. The need to conduct market studies, train staff, establish alliances, optimize digital marketing, implement segmented advertising campaigns, and promote the city's tourist attractions is highlighted.
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Keywords
Estrategias de marketing, Hoteles, Ibarra, Turismo, Investigación