Plan de marketing digital: estrategias de optimización y crecimiento para la presencia online del Hostal El Hogar la Casa Cuencana

Abstract

Abstract: This curricular research work elaborates a digital marketing strategy for the hostel La Casa Cuencana in order to increase its visibility and competitiveness in the tourism sector. Fundamental areas to improve its online presence were determined through a strategic analysis with instruments such as SWOT, PESTEL and SEO audits. The creation of strategies focused on optimizing visibility on the web and the connection with the hostel's target audience was made easier thanks to the analysis of its strengths, weaknesses, opportunities and threats it could face. Therefore, advanced SEO tactics, the creation of attractive visual content for the most relevant social media platforms and digital marketing campaigns targeted to specific segments of the Ecuadorian tourism sector are recommended to incentivize direct bookings and increase competitiveness in an extremely competitive market by teaming up with local and national tour operators. Therefore, it is proposed to optimize the customer experience and expand its coverage on a global scale with new technologies and web tools.