| dc.description.abstract | The intervention project presents a guide to Digital Marketing processes
for the Hotel Morenica del Rosario, Cuenca-Ecuador, on Facebook. The
methodology of the intervention project had a qualitative approach, it was
developed in two phases: in the first, the tools were analyzed
of Digital Marketing that the establishment uses to know its situation and the
digital strategies that should be implemented; in the second, it
established the Digital Marketing processes on Facebook for the client
potential.
The intervention project for its development resorted to an interview with the
owner of the establishment and the use of analysis tools such as:
Porter's Five Forces for the analysis of the environment, and, the strengths,
opportunities, weaknesses and threats, SWOT for the internal analysis of the
business.
To determine the potential client of the Hotel Morenica del Rosario, Cuenca Ecuador, a structured survey was applied to 167 of its guests. Later,
the variables obtained through the Statistical program were condensed
Package for Social Sciences, SPSS 25.
Finally, with the inputs of the two indicated phases, a guide is proposed
of Digital Marketing processes for the Hotel Morenica del Rosario, Cuenca Ecuador, on Facebook.
Keywords: Digital Marketing. Facebook. Potential client. Tools digital. | |
