Digital Marketing Strategies in Hospitality: Characterization Applied to Hotel Perla Verde

• Miranda Cansing, Susgein Julissa ^[1] ; Badillo Muñoz, Josel Adonis ^[1] ; Bone Morillo, Lady Liseth ^[1] ; Chávez-Arizala, Jenrry Fredy ^[1]
  1. [1] Instituto Superior Tecnológico Adventista del Ecuador, Santo Domingo, Ecuador
• Localización: Diginomics, ISSN-e 3072-8428, Nº. 4, 2025 (Ejemplar dedicado a: Diginomics)
• Idioma: inglés
• Enlaces
  • Texto completo (pdf)
  • Texto completo
• Resumen

  • Introduction: Tourism has established itself as a globally dynamic economic sector, driven by digital transformation and the need for hospitality businesses to adapt to new consumer environments. In this context, digital marketing emerges as a strategic tool to enhance brand visibility and competitiveness.Objective: To characterize the digital marketing strategies of Hotel Perla Verde in Ecuador.Methods: A cross-sectional descriptive observational study was conducted in March 2022. A total of 200 individuals over 18 years old participated, selected through purposive sampling, including current guests and potential clients identified via social media. Data were collected through a digital survey and analyzed using absolute and relative frequency tables.Results: 63.5% of respondents received updates about the hotel through Facebook. 38.5% preferred content related to special offers and discounts. 36% visited the website frequently, while 42.5% had a neutral opinion about it. Only 35.5% had contacted the hotel via social media, and 27.5% had participated in promotions. 45.5% rated customer service as good, and 30.5% suggested improving the quality of digital content.Conclusions: Hotel Perla Verde’s marketing strategy was characterized by broad user interaction through social media, especially Facebook. Data show regular access to the institution’s content by clients, with a tendency toward satisfaction with published material and a generally positive perception of digital customer service quality.