Diseño de un plan de marketing digital para el impulso de los servicios de alojamiento y alimentación del hotel “El Auca” cantón Francisco de Orellana, provincia de Orellana

Abstract

The research, titled “Design of a digital marketing plan to promote the accommodation and food services of “El Auca” hotel, is based on the problem that the hotel needs to integrate new advertising strategies to promote its services. Therefore, the study aimed to design a digital marketing plan to promote the services provided by “El Auca” hotel. The methodology implemented had a mixed approach: quantitative to collect and analyze statistical and qualitative data to carry out the methodological process using words, text, images and graphics. In addition, the inductive method was used to write the theoretical supports that allowed the marketing strategies to be determined, the survey technique to identify the expectations of the plaintiffs regarding the hotel services. As a result, it was determined that the majority of clients use the social network Facebook, therefore, it was necessary to implement better ways to attract the public through the creation of promotional posts, thus encouraging greater interactivity on the social network. Through this methodology it was observed that “El Auca” Hotel does not have effective advertising strategies for the promotion of its lodging and food services. Therefore, it is concluded that Hotel “El Auca” has a low average in advertising strategy on the social network Facebook, which prevents users from being informed of the services provided by the hotel and a digital marketing plan was proposed to provide to make users aware of constant content of the services offered by the hotel.