Innovative Digital Marketing Strategies to Increase Demand in a Hotel Company

Hernandez-Padilla J.D.; Donayre-Gallo A.; Cordova-Buiza F.; Auccahuasi W. · Proceedings of the European Conference on Innovation and Entrepreneurship, ECIE (2023)

Resumen

In recent years, there are still companies which have not opted yet to diversify, boost or develop the promotion of their range of services in the hotel industry, focusing the vitality of their sales in seasons of high tourist flow, but their level of demand is declining in regular periods. This is due to among other factors, to changes in the behavior of today's customers, who place their trust in verified and licensed channels which are part of digital marketing. Therefore, digital marketing has gained great relevance in business, which is originated by the technological advance of media, positioning digital marketing as a strategic and a necessary tool to publicize a service and significantly increase customer demand. In this case, the objective of this research is to determine the digital marketing strategies to increase demand in a hotel company in a country with an emerging economy. The methodology used in the research is a mixed type, because the information was collected through a qualitative and quantitative approach, the sample is non-probabilistic and intentional, a questionnaire was applied to customers and also interviews to administrative staff. The data was processed through Ms Excel software and presented in frequency tables and figures for interpretation. The results show the great importance of the use of digital marketing strategies such as Search Engine Optimization (SEO), Social Media Marketing (SMM) and Pay per Click, which present applications with great flexibility to acquire services, a great scope of visibility in search engines and all web content updates. Finally, it is concluded that the digital marketing strategies identified were decisive in increasing demand in the hotel industry.

Instituciones: Universidad Científica del Sur; Universidad Continental; Universidad Privada del Norte