Análisis de las estrategias de comunicación de las redes sociales del Hotel ‘Santa Mónica’

The purpose of this investigation was to demonstrate the communication strategies in the social networks of a hotel in Cuenca - Ecuador. In this case, the investigation was carried out at the hotel Santa Mónica, which is located in the aforementioned city. Regarding the execution of the diagnosis, the mixed methodology, quantitative and qualitative techniques were obtained. The information collection tools included: literature review, observation, interviews and surveys. First, an observation was made on the digital platforms of the institution. That allowed to analyze the strategies, tactics and actions that are evidenced in the official accounts of the hotel. Then, interviews were carried out, in order to learn more about the hotel, its history, background, its future projection and aspects related to the digital field. Following this, a surveywas formulated for the Cuenca population, the participants were 121 people, between an age range of 20 and 59 years. Through this method, it was possible to identify the preferences of the public when accessing search channels, as well as comparing and reserving accommodation. Therefore, the importance of image management was identified with respect to Facebook and Instagram posts and comments that are handled in the hotel; tools such as: videos, photographs, images and reviews, which are aspects on which these contents are mainly focused, the same ones that generate an impact on the public's decisions when booking a hotel.