Evaluación del marketing digital a través de las redes sociales Facebook e Instagram y de los motores de búsqueda Booking y Tripadvisor de los hoteles de categoría tres estrellas del Centro Histórico de la ciudad de Cuenca, Ecuador 2018-2019

Abstract

Marketing is a set of techniques to help companies with products or services promotion and advertising, as time goes by, this system evolves creating new ways that adapt to different times. Currently there is a type of marketing that is essential for most tourist and hotel companies to reach more people, it is the so called “Digital Marketing”, which is responsible for carrying out different strategies through the use of the internet, including social networks, search engines, OTA’s, and so on. The idea of knowing how hotels ae managing their advertising through Facebook and Instagram social networks and the search engines Booking and TripAdvisor appears due the importance that it represents today, because most people have access to the internet spending a great deal of their time through different electronic devices. For this graduation project, eleven three-star hotels in the Historic Center of the city of Cuenca and several guests of the city are taken as a study sample. With the results obtained in the research work, the final objective was to carry out a digital marketing plan for hotels in this category, which indicate different strategies and tactics for social networks and search engines, in addition, new media are proposed through tools offered by the Internet.