La Comunicación Comercial como elemento estratégico en el Posicionamiento del sector hotelero: caso Hotel Florida de la ciudad de Ambato.

Abstract

The company "Hotel Florida" has dedicated over 60 years to provide hosting services within the city of Ambato seeking their customers feel in an environment of safety and comfort, being of the best options in the city for tourists national, international and business people visiting the city, located in one of the best places in town. The purpose of this project is to demonstrate the relationship between the Commercial Communication and the positioning of both the company and today the hotel sector of the city, the position a hotel company is complicated, even more so knowing that Ambato is not a center tourism and has not worked to publicize it. The research methodology used was exploratory, descriptive and explanatory which allowed a definition of the problem and agree the study variables, for which at 8 hotels managers first and second category of the city were interviewed and 384 customers in the industry. Finally, an analysis of positioning to meet in the place we found the hotel of study and current industry, where "Hotel Florida" is in the fourth position of the sector, which means it has a good position maintained in the consumer's mind, but you can improve it in order to make visitors of the city to take it as the first choice of lodging.