Las redes sociales y su incidencia en el incremento de ventas en las pymes hoteleras del cantón Manta, periodo 2018 – 2020.

Abstract

Over time, social networks have evolved the way in which products and services are promoted and marketed in the market, providing a series of benefits and opportunities for those companies that implement it. The use of social media provides a low-cost investment in resources, allowing promotions or publications to reach a considerable number of current and potential customers, improve brand positioning and increase sales of goods or services. The main objective of this research is to know the influence of social networks on the increase in sales in hotel SMEs in the Manta canton, through a type of documentary, descriptive and explanatory research, with a qualitative, quantitative and correlational study design. Through a structured survey using the Likert scale, validated by means of the Cronbach coefficient, where a value of 0.865 was obtained, which allows supporting its applicability. Through data processing, a good correlation of the study variables was obtained based on Spearman's Rho coefficient, demonstrating that the application of social networks influences the increase in sales in hotel SMEs in the Manta canton. According to the proposal established in the project, it consists of a training program in the correct use of social networks and advertising content for the hotel SMEs of the Manta canton, which, through the use of social networks, manage to increase the sales and position itself effectively in the market.