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Estrategias de publicidad en el hotel oasis de la ciudad de Babahoyo en el segundo semestre, 2022
| dc.contributor.advisor | Guillín Núñez, Milton Eduardo | |
| dc.contributor.author | Santillán Mayorga, Leidy Nathaly | |
| dc.date.accessioned | 2023-11-13T13:42:52Z | |
| dc.date.available | 2023-11-13T13:42:52Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15247 | |
| dc.description | The general objective of this study was to analyze the advertising strategies at the Oasis Hotel in the city of Babahoyo during the second half of 2022. The results revealed that the hotel faces a lack of recognition and visibility in the local tourism market, which has led to low room occupancy and limited revenue generation. In addition, the need to improve the decoration and furniture of the rooms was identified to meet customer expectations. The hotel's current advertising strategies focus on Facebook and Instagram, with Twitter and LinkedIn being considered in the future. Indicators of success for these strategies include increase in followers, customer engagement, and increase in website traffic. However, it was found that the majority of people surveyed were not aware of these strategies, highlighting the importance of improving online visibility and communication. The hotel's evaluation showed positive aspects, such as a welcoming and efficient reception, clean and well-maintained common areas, and friendly and helpful staff. However, areas for improvement were identified in the decoration and furnishing of the rooms, as well as the maintenance of the outdoor areas. In conclusion, this study highlights the critical importance of addressing the lack of effective advertising and promotion strategies at the Babahoyo Oasis Hotel, improving market visibility, optimizing online communication, and addressing areas of improvement identified in the hotel assessment are key steps to increasing room occupancy, revenue, and guest satisfaction, which would benefit both the hotel and its customers. the local economy. | es_ES |
| dc.description | The general objective of this study was to analyze the advertising strategies at the Oasis Hotel in the city of Babahoyo during the second half of 2022. The results revealed that the hotel faces a lack of recognition and visibility in the local tourism market, which has led to low room occupancy and limited revenue generation. In addition, the need to improve the decoration and furniture of the rooms was identified to meet customer expectations. The hotel's current advertising strategies focus on Facebook and Instagram, with Twitter and LinkedIn being considered in the future. Indicators of success for these strategies include increase in followers, customer engagement, and increase in website traffic. However, it was found that the majority of people surveyed were not aware of these strategies, highlighting the importance of improving online visibility and communication. The hotel's evaluation showed positive aspects, such as a welcoming and efficient reception, clean and well-maintained common areas, and friendly and helpful staff. However, areas for improvement were identified in the decoration and furnishing of the rooms, as well as the maintenance of the outdoor areas. In conclusion, this study highlights the critical importance of addressing the lack of effective advertising and promotion strategies at the Babahoyo Oasis Hotel, improving market visibility, optimizing online communication, and addressing areas of improvement identified in the hotel assessment are key steps to increasing room occupancy, revenue, and guest satisfaction, which would benefit both the hotel and its customers. the local economy. | es_ES |
| dc.description.abstract | El objetivo general de este estudio fue analizar las estrategias de publicidad en el Hotel Oasis de la ciudad de Babahoyo durante el segundo semestre de 2022. Los resultados revelaron que el hotel enfrenta una falta de reconocimiento y visibilidad en el mercado turístico local, lo que ha llevado a una baja ocupación de habitaciones y generación de ingresos limitada. Además, se identificó la necesidad de mejorar la decoración y el mobiliario de las habitaciones para satisfacer las expectativas de los clientes. Las estrategias de publicidad actuales del hotel se centran en Facebook e Instagram, y se considera la posibilidad de utilizar Twitter y LinkedIn en el futuro. Los indicadores de éxito de estas estrategias incluyen el aumento en seguidores, la interacción de los clientes y el aumento en el tráfico del sitio web. Sin embargo, se encontró que la mayoría de las personas encuestadas no estaban al tanto de estas estrategias, lo que destaca la importancia de mejorar la visibilidad y la comunicación en línea. La evaluación del hotel mostró aspectos positivos, como una recepción acogedora y eficiente, áreas comunes limpias y bien mantenidas, y un personal amable y servicial. Sin embargo, se identificaron áreas de mejora en la decoración y el mobiliario de las habitaciones, así como en el mantenimiento de las áreas exteriores. En conclusión, este estudio subraya la importancia crítica de abordar la falta de estrategias efectivas de publicidad y promoción en el Hotel Oasis de Babahoyo, mejorando la visibilidad en el mercado, optimizar la comunicación en línea y abordar las áreas de mejora identificadas en la evaluación del hotel son pasos clave para aumentar la ocupación de habitaciones, los ingresos y la satisfacción del cliente, lo que beneficiaría tanto al hotel como a la economía local. | es_ES |
| dc.format.extent | 44 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Hotel Oasis | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject | Turismo Local | es_ES |
| dc.title | Estrategias de publicidad en el hotel oasis de la ciudad de Babahoyo en el segundo semestre, 2022 | es_ES |
| dc.type | bachelorThesis | es_ES |
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