Factores claves que miden la decisión de compra alojativa en los establecimientos hoteleros de la ciudad de Loja en el año 2017-2018.

Abstract

This research is based on the measurement of the factors that are used to make a decision of accommodation purchase in the hotel establishments in Loja city, so it is considered 5 hotels as part of this research, hotels selected are: Sântonni Hotel, Zamorano Real Hotel, Podocarpus Hotel, Cristal Palace Hotel and Paris Hotel; a field investigation is carried out to analyze the most representative factors that people use for buying a place of lodging; Therefore, through the surveys conducted to the guests, information obtained serves as a guide for the elaboration of the SWOT analysis (strengths, opportunities, weaknesses, threats) of the hotel establishments. Based on this analysis, the services of the lodging places can be improved through the elaboration of a strategic proposal, as well as the determination of the profile of the visitor. Finally, the strategic proposal presents relevant information that will help managers to make decisions in hotel establishments.