Estrategia de marketing de contenidos como vía de posicionamiento del sector hotelero

Abstract

The hotel sector is one of the main axes in the tourism economy of our country, it had been characterized by a growth based on the campaigns that the government established nationally and internationally, despite this, in recent months there has been a fall in this sector, since the hotel capacity has been reduced notably for that hotel, that to venture into the market, in this context it is possible to establish alternatives that are feasible to this industry and to have the impact that marketing and technology have on Currently, the objective is to develop a content marketing strategy as a way to position the hotel sector. The present investigation work is oriented to the perception of the clients of this industry with respect to the different services that are offered and of the contents that these generate in the web sites of the sector, to obtain this information the observation technique was proceeded of the digital channels of the first and second category of the city of Ambato according to the castrato of the Ministry of Tourism, as well as a survey addressed to the clients of this area and an interview to the general manager of the La Kápital hotel, where he took out performing this project. We proceeded to validation through metrics through the statistics provided by the Facebook page, which contributed to the verification of the hypothesis to corroborate that the strategy is positive, given that it provides results that contribute to the positioning of the company. It was determined that 72% of people visit the city of Ambato for work reasons, the most important factors for customers in this sector are comfort, safety and customer service. This target prefers information content in business, entrepreneurship, gastronomy and tourism. But the most relevant is that 88% of respondents say that the content broadcast on a website motivates them to stay in a hotel.