Impacto de las redes sociales en la promoción de los hoteles de primera categoría de manta, año 2022.

Abstract

The objective of this study was to determine the impact of social media on the promotion of first-class hotels in Manta during the year 2022. A mixed-method approach, combining qualitative and quantitative elements, was employed. Techniques such as literature review, document analysis, field observation, surveys, and interviews were utilized. The population consisted of first-class hotels in Manta, and a representative sample of tourists and visitors, as well as four hotel managers from Mar Azul, Perla Spondylus, Balandra, and Piedra Azul, and two social media experts, were selected. The results allowed for the identification of indicators to measure the impact of social media, including online popularity and visibility, customer satisfaction, hotel engagement with its audience, the ability to reach the target audience, and return on investment in digital marketing. The study also revealed the most popular platforms (Facebook, Instagram, and TikTok), analyzed the advantages and disadvantages of social media usage in hotels, and proposed strategies for efficient utilization. This research provides valuable information for firstclass hotels in Manta, offering guidelines for effective promotion in the digital environment of social media.