Digital Marketing Strategies in Hospitality: Characterization Applied to Hotel Perla Verde

Susgein Julissa Miranda Cansing, Josel Adonis Badillo Muñoz, Lady Liseth Bone Morillo and Jenrry Fredy Chávez-Arizala
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Susgein Julissa Miranda Cansing: Instituto Superior Tecnológico Adventista del Ecuador, Santo Domingo, Ecuador
Josel Adonis Badillo Muñoz: Instituto Superior Tecnológico Adventista del Ecuador, Santo Domingo, Ecuador
Lady Liseth Bone Morillo: Instituto Superior Tecnológico Adventista del Ecuador, Santo Domingo, Ecuador
Jenrry Fredy Chávez-Arizala: Instituto Superior Tecnológico Adventista del Ecuador, Santo Domingo, Ecuador

Diginomics, 2025, vol. 4, 258

Abstract: Introduction: Tourism has established itself as a globally dynamic economic sector, driven by digital transformation and the need for hospitality businesses to adapt to new consumer environments. In this context, digital marketing emerges as a strategic tool to enhance brand visibility and competitiveness.Objective: To characterize the digital marketing strategies of Hotel Perla Verde in Ecuador.Methods: A cross-sectional descriptive observational study was conducted in March 2022. A total of 200 individuals over 18 years old participated, selected through purposive sampling, including current guests and potential clients identified via social media. Data were collected through a digital survey and analyzed using absolute and relative frequency tables.Results: 63.5% of respondents received updates about the hotel through Facebook. 38.5% preferred content related to special offers and discounts. 36% visited the website frequently, while 42.5% had a neutral opinion about it. Only 35.5% had contacted the hotel via social media, and 27.5% had participated in promotions. 45.5% rated customer service as good, and 30.5% suggested improving the quality of digital content.Conclusions: Hotel Perla Verde’s marketing strategy was characterized by broad user interaction through social media, especially Facebook. Data show regular access to the institution’s content by clients, with a tendency toward satisfaction with published material and a generally positive perception of digital customer service quality.

Keywords: Tourism; Hospitality; Digital Marketing; Positioning; Social Media; Strategy; Loyalty (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:cwg:digino:v:4:y:2025:id:258

DOI: 10.56294/digi2025258

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