Gestión de la comunicación estratégica digital en las principales empresas del sector turístico hotelero del Ecuador, frente a la afectación por la COVID-19

Abstract

Abstract: All productive sectors worldwide were affected by the pandemic COVID-19. This research focused on the tourist hotel sector of Ecuador, in what which was Zone 7 of which Loja, Zamora and El Oro were part, in the first semester of 2021 and the aim is to analyze the impact of the COVID pandemic - 19, to the hotel tourism sector of Ecuador and the rethinking of its strategies, actions and communication for its sustainability. To consolidate the information, the provincial tourism technicians of the Zone 7 of Ecuador, to know in general terms the regulations imposed at the level national by the Ministry of Tourism in the face of the COVID-19 pandemic crisis. In addition, to the managers of the 5-star hotels in what was Zone 7 and those in charge of the communication or marketing, in order to know the strategies and actions that they adopted to sustain themselves during the pandemic. And finally, the analysis of content of the hotels and inns investigated, to measure the effectiveness of the strategies used.