Plan de marketing para la comercialización de los hoteles 2 estrellas de la ciudad de Cuenca ubicados en el Centro Histórico, 2021, caso de estudio: Hotel Posada del Ángel, Siena Hotel y Hotel La Cigale.

Abstract

Nowadays, marketing is a fundamental element that has gained importance over the years and to a greater extent after the health crisis caused by Covid-19, so within the hotel sector having a marketing plan is essential, since it serves as a key tool to manage a company because it allows you to have a clear vision of the final objective, as well as the actions to be taken into account for the achievement of goals, it also enables the good development of a hotel establishment and thus position the brand against the competition. The purpose of this intervention project is to develop a marketing plan for the commercialization of the 2-star hotels in the city of Cuenca located in the historic center, applied to the hotels: Posada del Ángel, Siena Hotel and Hotel La Cigale, the same that proposes marketing mix and digital marketing strategies, seeking to improve its image within the Cuencano market. The study was structured under a mixed approach: qualitative and quantitative, in which it was developed through three methodological phases: in the first phase a situational and commercial diagnosis of the hotels of the study was made through fieldwork using an observation sheet, later structured surveys were applied to national and foreign tourists to determine the target audience, in addition interviews with owners and / or managers of the establishments to propose marketing strategies according to the reality of the same and finally digital marketing strategies were established based on the PRGS model. The results obtained concluded that it is feasible to elaborate this marketing plan since the three hotels have a low occupancy rate despite having an attractive infrastructure, privileged location and services according to the characteristics of each hotel. Keywords: Marketing, marketing plan, strategy, hotel, digital marketing, positioning.