Factores claves que miden la decisión de compra alojativa en los establecimientos hoteleros de 4 estrellas o de lujo de la ciudad de Cuenca en el periodo 2014 - 2015

Abstract

The present investigation was carried out in the hotel establishments of the city of Cuenca specifically in the hotels classified as 4 stars or of luxury, counting on the collaboration of the Hotels: Cuenca, Cordero, Presidente, Yanuncay and Santa Ana. Field research was carried out through the application of guest surveys and interviews with the managers and / or managers of the hotels participating in the research, these results allowed us to contrast the opinions of the guests with that of the managers and thus To know what factors really are decisive for the clients when making their accommodation purchase. In addition, the importance of the different services offered by hotel companies, the demographic preferences and the influence of the use of social media to motivate the purchase intention were determined for the clients, based on these results, a plan was proposed Strategic in order to serve as an information tool in the management decision-making in hotel establishments.