Gestión de medios sociales de emprendimientos y PYMES de la ciudad de Loja, en el contexto de la pandemia COVID-19. Caso: Hotel Sonesta, Hotel Gran Victoria, Gran Hotel Loja

Abstract

Abstract: Emerging phenomena cause great impacts on the development of enterprises, in the specific case of the health crisis caused by COVID-19, it generates challenges regarding the management of social media and its relationship with the public. Considering this antecedent, the present investigation has been proposed that aims to carry out an evaluation of the management of social media and digital strategies of SMEs and enterprises in the city of Loja.The type of study applied is exploratory and descriptive. The methodology has a mixed approach, in the qualitative study semi-structured interviews were applied tothree hotels in the city, in the quantitative study surveys were applied to 151 hotel clients and a content analysis was applied to the publications made on social media.The main results obtained determine that the Sonesta hotel increased its brand visibility through social networks during the pandemic, while the Gran Victoria and Gran Hotel Loja hotels have not developed an effective communication strategy to increase contact with their customers.