Estrategias de marketing de servicios hoteleros para el segmento de turistas extranjeros de habla inglesa de la ciudad de Riobamba, provincia de Chimborazo.

Abstract

The objective of this research work is to develop marketing and customer- service strategies applicable in the hotel sector taking into account a portion of English-speaking foreign tourists visiting Riobamba city. The qualitative and quantitative approach was considered in the investigation, which was measurable through systematic and technical indicators. Data collection was conducted to tourists in Riobamba city. The research showed the reality of the local market through survey and interview applications, which have been subjected to statistical analysis. In this study was carried out an English-language survey distributed in several hotels in Riobamba city, additionally an investigation was performed with the help of the Rio portal network where the same above-mentioned survey was shared in Spanish language to people from Riobamba city in order to analyze the differences in perceptions between these two groups and analyze the gaps presented. The preferences of English-speaking passengers differ greatly from the preferences of passengers belonging to other groups as they are based on nature, adventure and scenic appreciation, for these criteria tourist attractions and products should be prioritized. Therefore, it is necessary to disseminate through training and awareness policies at the hotel and tourism sector the potential of Riobamba and the most appropriate ways to take advantage of heritage assets and turn them into well-known and recommended worldwide tourism products. Besides that, a training plan is implemented, which takes into consideration the research findings with the main aim of integrating them into the hotels` daily routine, and upon applying this plan a better connection will be achieved with the aforementioned group of passengers.