Digital marketing strategies in consumer behavior at Samay Kirutoa Lodge
DOI:
https://doi.org/10.62452/3535gp07Keywords:
Competitiveness, hospitality, loyalty, social networks, digital marketingAbstract
This article addresses the main challenge facing Samay Kitutoa Lodge, located in Zumbahua, Cotopaxi: the lack of a personalized digital marketing strategy, which limits its ability to attract and retain customers. This problem impacts its competitiveness in the local tourism market, despite the growth of tourism in the region. The objective of the study is to determine the relationship between digital marketing strategies and consumer behavior to improve the lodge's brand positioning. The objective was to identify how the implementation of personalized tactics influences customer decisions and preferences. The methodology adopted was quantitative; data was collected through customer surveys. The results highlighted that customers value strategies that personalize the user experience, such as targeted promotions and relevant content. However, the lodge's lack of segmentation and advanced technological tools reduces its effectiveness in attracting specific audiences. A growing interest in digital strategies among local consumers was also identified. These elements were confirmed by the Spearman Correlation Coefficient, which ranged from Good to Very Good correlation. In conclusion, the study underscores the need to adopt more sophisticated digital marketing techniques, such as data analysis and advanced segmentation, to improve the customer experience, build customer loyalty, and strengthen the competitive position of hospitality in the tourism sector.
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