Herramientas tecnológicas viables para la promoción del sector hotelero del município de Guateque Boyacá - Colombia

Abstract

Currently, digital Marketing is a trend, Beltrán (2014), states that the way of selling has changed, it has stopped selling directly in hotels, going on sale through online travel agencies; digital marketing is being used to improve revenue and position brands. The objective of this research was to make a diagnosis of the current situation of hotel companies in the municipality of Guateque Boyacá in terms of the use of digital marketing, seeking to corroborate that in these companies there is a weakness in the use of technological tools that facilitate the promotion of service, therefore, the use of the tourist potential of this municipality in terms of its natural attraction, accommodation, cost of the destination and security. For this, the descriptive method was used, using the semi-structured questionnaire tool addressed to 7 managers representing the hotel sector of the Municipality. The results indicate that currently the use of social networks is a trend as a means to obtain the necessary information in making purchase decisions, it is evident that the hotel sector of this municipality does not use it intensively. Only 57.1% of the hotels have a presence on Facebook and not all the hotels surveyed that use social networks publish on them, 28.6% publish at most once a week and the rest do not, evidencing themselves that there is little or no interaction in these new media.