Análisis de herramientas digitales en centros de alojamiento ubicados en de la zona cero de Manta”.

Abstract

This research examines the use of digital tools in the accommodation centers of the ground zero area in Manta, considering their level of utilization, identifying weaknesses, and understanding the reasons behind their underutilization. The area has experienced a decline in visitor numbers due to devastating events and mismanagement, exacerbated by the lack of knowledge and resources in the establishments to effectively leverage digital tools, which are considered essential for revitalizing the hotel zone. The overall objective is to analyze the use of digital tools in the accommodation centers of the ground zero area in Manta, with specific goals such as identifying the most commonly used tools, determining weaknesses in their management, and proposing strategies to strengthen their use and utilization. An argumentative and informative literature review was conducted, employing a qualitative approach and interviews with selected accommodation establishments. The results revealed that the centers primarily use platforms such as Facebook, Instagram, WhatsApp, Booking, and Airbnb, but their use is limited to simple promotional posts and reservations. Strategies such as training, digital advertising, a digital marketing plan, and diversification of booking platforms are proposed. It is recommended to encourage participation in online courses, designate trained personnel, monitor results, and foster social media interaction to enhance the use of digital tools in the accommodation centers.