Inbound marketing y sector hotelero. Caso específico: alojamiento de cuatro y cinco estrellas en Manta.

Abstract

In recent years, the need to adapt to changes in the hotel sector has become evident. The use of inbound marketing and digital platforms such as social networks or web pages have become allies thanks to the dissemination of information aimed at attracting customers through valuable, attractive, and relevant content. The population was made up of nine lodging establishments, six of four stars and three of five stars. This research clarifies how inbound marketing influences the hotel sector. Specific case: Four and five star accommodation in Manta, for its development a descriptive, exploratory and correlational analysis was carried out, using a qualitative and quantitative approach for the application of the surveys. The results obtained allow us to know how inbound marketing strategies influence the positioning of the brand and increase in the demand for hotel services.