Soluciones estratégicas para mejorar el posicionamiento de Hostal Café Tiana en redes sociales y plataformas digitales

Abstract

Abstract: The following research presents a strategic digital positioning proposal for Hostal Café Tiana, a tourist hostal located in the city of Latacunga, Ecuador. Based on mixed-methods research, a diagnostic assessment was conducted that included semi-structured interviews, surveys of international travelers, and an SEO and social media audit. The results revealed inconsistencies between the guest experience at the hostal and the poor dissemination of this experience on digital platforms. The proposed strategy outlines a positioning plan focused on three areas: social media, website and booking platforms, integrating public relations and local partnerships. Each action is based on the results of the assessment and seeks to improve visibility, digital conversion and guest loyalty. Content aligned with the hostal's identity and values is proposed, with measurable and achievable objectives based on the hostal's current situation. As a conclusion, a suitable and viable proposal was obtained for the hostel, which will help the institution to boost its presence on digital platforms and reduce its dependence on booking platforms (OTAs), which currently account for 80% of its monthly revenue. The proposal also contributes to raising awareness of the hostel and its sustainability in the community through activities that promote community-based tourism.