Análisis del idioma inglés dentro del marketing de contenido del sector hotelero de la ciudad de Guayaquil 2024
| dc.contributor.advisor | Caneppa, Cecilia | |
| dc.contributor.author | Camacho Bravo, Karla Leonor | |
| dc.contributor.author | Cedeño Vera, Estefany Deyaritza | |
| dc.date.accessioned | 2025-06-05T16:57:44Z | |
| dc.date.available | 2025-06-05T16:57:44Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18556 | |
| dc.description | 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. | es_ES |
| dc.description | 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. | es_ES |
| dc.description.abstract | El análisis del idioma inglés dentro del marketing de contenido en el sector hotelero de la ciudad de Guayaquil se elegido debido a su importancia en la captación a turistas extranjeros y la rivalidad del sector en un ámbito internacional, a pesar de su creciente tendencia en la digitalización, numerosos hoteles aun no han mejorado su contenido en inglés, lo que limita su expansión y su habilidad para atraer clientes extranjeros. Por lo tanto, consideramos que es fundamental que los hoteles adopten estrategias de marketing digital más efectivas y que las autoridades y organismos turísticos promuevan la capacitación en inglés dentro del sector hotelero. La inclusión de contenido en este idioma en plataformas digitales mejora la accesibilidad y la experiencia del usuario, aumentando la visibilidad de los establecimientos en los mercados internacionales. Los métodos utilizados en esta investigación fueron de tipo exploratorio, documental y mixto, combinando análisis cualitativos y cuantitativos. Se aplicaron encuestas a estudiantes de turismo y entrevista a un experto en marketing para evaluar la precepción y el impacto del contenido en inglés en los hoteles de Guayaquil. También se utilizó la técnica de checklist para analizar la accesibilidad y la calidad de las traducciones en sitios web hoteleros. Por ello, proponemos que los hoteles optimicen su contenido digital en inglés, implementen estrategias de marketing multilingüe y capaciten a su personal en la comunicación con turistas internacionales. Esto permitirá fortalecer la competitividad del sector, mejorar la experiencia del visitante y posicionar a Guayaquil como un destino turístico más atractivos a nivel mundial | es_ES |
| dc.format.extent | 47 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2025 | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Accesibilidad web | es_ES |
| dc.subject | Idioma inglés | es_ES |
| dc.subject | Marketing de contenido | es_ES |
| dc.subject | Presencia digital | es_ES |
| dc.title | Análisis del idioma inglés dentro del marketing de contenido del sector hotelero de la ciudad de Guayaquil 2024 | es_ES |
| dc.type | bachelorThesis | es_ES |
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