Propuesta de estrategias de marketing digital aplicadas al producto, precio y promoción. Caso Hostal Amancay

Abstract

The purpose of this intervention project is to develop digital marketing strategies oriented to the product, price and promotion of Hostal Amancay, as well as to grant the necessary guidelines to facilitate its implementation. Hostal Amancay is a 2-star tourist accommodation establishment, located at Calle Gran Colombia 10-51 and Padre Aguirre, in the city of Cuenca- Ecuador. The establishment was registered in the Tourist Cadaster in July 2017. It has 12 rooms with private bathroom, distributed between singles, doubles, triples and suites. Currently, it has services of: cable TV, restaurant, Wi-Fi, laundry, room service, currency exchange, excursions, yoga classes and bar.To develop this document, bibliographic reviews, field visits to the facilities, surveys, interviews with the manager and staff were used. It was considered necessary to segment into 3 chapters; chapter 1 being the current situation of the establishment. Both the theoretical basis and the analysis of data obtained with the surveys can be visualized within chapter 2, finally chapter 3 includes the proposed strategies to improve the price, product and promotion using digital marketing tools. Surveys were conducted with a representative sample of guests in order to receive their perceptions about the product, the promotion, price and the measures that the establishment could implement in the post-pandemic framework. The surveys were designed and shared through the Google Forms platform and tabulated using the Survey Heart app. Considering that it is proposed to apply the proposed marketing strategies and technologies in the future, this establishment will have a diffusion not only local or national, but international, thanks to the use and greater dynamization of advertising, which will be directly linked to the price to know how to cope with temporality. It is opportune to implement strategies in the hotel establishment taking into account that the pandemic has become an opportunity to reinvent itself and take better advantage of technological tools. Keywords: Marketing, Digital Marketing, Advertising, Promotion, Social Networks, Supply, Demand.