Gestión de branding para el reconocimiento del hostal Curiñan en la cuidad de Otavalo

Abstract

The objective of this research was to propose the development of branding management in order to achieve the recognition of Hostal Curiñan in Otavalo city through the design of effective and distinctive branding strategies that allow establishing a differentiating attribute among its main competitors within the market. For this, a methodology with a qualitative and quantitative approach was applied, since an interview was conducted with the general manager to know the internal situation of the company, and 381 surveys were also applied to the economically active population of the city to determine the degree of recognition and perception of potential hotel customers, in addition, direct observation was applied through which the elements that make up the field of branding management and thus the state of its management and application in the establishment were determined; The research also had a descriptive and correlational level since the study problem is described and the degree of relationship between the variables was determined. After the analysis and interpretation of the information collected, it was concluded that 90% of the clients consider the service provided by the hostel as innovative and pleasant, which together with its location constitute truly differentiating attributes; In addition, 84.2% of the surveyed population states that the brand is vital for the promotion and recognition of the hostel's services, for which the manager of the company states that they do not have strategic planning or branding management that allow the correct recognition of the hostel. That was the reason why the application of the 7 strategies proposed in the present work in the established times is recommended.