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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.
| dc.contributor.advisor | Pazmiño Gavilánez, Washington Enrique | |
| dc.contributor.author | Gavilánez Murillo, Julio Josué | |
| dc.date.accessioned | 2024-03-19T15:06:34Z | |
| dc.date.available | 2024-03-19T15:06:34Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15728 | |
| dc.description | 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. | es_ES |
| dc.description | 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. | es_ES |
| dc.description.abstract | En un entorno globalizado, la industria hotelera ecuatoriana enfrenta la creciente necesidad de adoptar estrategias de marketing digital efectivas para mantener su competitividad en el mercado. Este estudio se centra en el Hotel Gran Daniel en Babahoyo y su desafío para destacarse y retener clientes en un entorno altamente competitivo. Se plantea la hipótesis de que la limitación en el uso de medios digitales y redes sociales afecta las estrategias de marketing digital y, por ende, la captación de clientes en el Hotel Gran Daniel durante el año 2023. El objetivo principal es analizar el impacto de las estrategias de marketing digital implementadas por el hotel en la captación de clientes, identificando su eficacia y proponiendo mejoras para fortalecer su posicionamiento en el mercado local. Para abordar esta problemática, se empleará un enfoque deductivo y una metodología mixta que incluye técnicas de investigación cualitativa y cuantitativa. Los resultados muestran una relación positiva entre las estrategias de marketing digital implementadas por el hotel, su presencia en redes sociales y la atracción de clientes potenciales. Se destaca la importancia de una presencia efectiva en plataformas como Facebook e Instagram, así como el uso de herramientas como Business Suite y Meta Business para mejorar la visibilidad en línea. En conclusión, este estudio proporciona información valiosa para el Hotel Gran Daniel y otras empresas hoteleras similares en la mejora de sus estrategias de marketing digital y la captación de clientes en un entorno competitivo. | es_ES |
| dc.format.extent | 122 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2024 | 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 | Marketing digital | es_ES |
| dc.subject | Industria hotelera | es_ES |
| dc.subject | Competitividad | es_ES |
| dc.subject | Redes sociales | es_ES |
| dc.subject | Estrategias de captación | es_ES |
| dc.title | 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. | es_ES |
| dc.type | bachelorThesis | es_ES |
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