Análisis de la aplicación de marketing digital en empresas del sector hotelero de la ciudad de Cuenca

Abstract

The research analyzes how Cuenca’s hotel sector uses digital marketing to boost visibility, market positioning, and growth. Given tourism’s economic impact, rising hotel demand, and the growing role of technology, surveys were conducted with 271 individuals (95% confidence, 5% margin of error). Results show that search engines (e.g., Google) and online travel agencies (e.g., Booking, Tripadvisor) are the most effective tools for hotels. Airbnb-type accommodations benefit more from social media and influencer collaborations. Digital tools strongly enhance brand positioning but have medium influence on attribute association and brand preference. Interviews with top-performing companies supported these findings. Additionally, Airbnb businesses have experienced greater growth than hotels, mainly due to digital marketing strategies.