Inbound Marketing: incidencia en la captación de clientes en los hoteles de Manta.

Abstract

The general objective of this article was to analyze inbound marketing and its impact on customer acquisition in hotels in Manta. The methodology was descriptive with the qualitative and quantitative approach, which is a process that collects, analyzes, and relates data in the inquiry. The data collection technique used was the survey of 34 hotels according to the GAD cadastre and its impact on customer acquisition where the reliability results of Cronbach's Alpha obtained a value of, 969. Inbound Marketing is a new way to connect and generate responses, emotions, and relationships between brands and consumers through the various tools, channels, and media that the internet puts at our disposal. The main results of the research detected that it is essential to use inbound marketing in the hotel sector because it diversifies the segmentation, tastes, and preferences of tourists. It is concluded that Inbound Marketing is based on the idea of creating and sharing content oriented to a specific target audience.