Impacto del Marketing en el sector hotelero en la ciudad de San Gabriel, provincia del Carchi

Silvia Marisol  Ibarra Benavides; Patricia de Lourdes  León Monar

doi:10.59282/reincisol.V3(6)3903-3922

Authors

Silvia Marisol Ibarra Benavides Universidad Estatal de Bolívar https://orcid.org/0009-0000-1805-2384
Patricia de Lourdes León Monar Universidad Estatal de Bolívar

DOI:

https://doi.org/10.59282/reincisol.V3(6)3903-3922

Keywords:

competitiveness; hotel industry; marketing strategies; social networks

Abstract

The importance of this study is to analyze the impact of marketing on the competitiveness of the hotel sector in San Gabriel. The objective of the analysis is to determine how the marketing strategies implemented by hotels influence their ability to attract customers and improve their performance in the market. The methodology used is qualitative in approach, based on interviews applied to hotel managers in the city, in order to gather information on marketing practices and their perception of effectiveness. The data collected were analyzed descriptively, allowing the identification of the relationship between marketing strategies and key variables such as hotel occupancy and customer satisfaction. The interviews showed that marketing strategies, especially the use of social networks and online advertising, have a positive and significant impact on the competitiveness of hotels when applied in specific seasons of the year. In conclusion, hotels in San Gabriel should continue to strengthen their marketing capabilities, especially in the digital realm, to improve their competitive position in the local market.

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