El marketing digital en el hotel Inkarry Cusco 2024
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Date
2025
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Escuela de Educación Superior Tecnológica Privada KHIPU
Abstract
El trabajo de investigación tuvo como objetivo describir cómo es el marketing digital del Hotel Inkarry Cusco en el año 2024. La metodología utilizada corresponde a una
investigación de tipo básica, con un alcance descriptivo, enfoque cualitativo y diseño no experimental de tipo transversal. La población estuvo conformada por los colaboradores del
hotel, siendo un total de 7 personas. Para la recolección de datos, se empleó la técnica de la observación, utilizando una ficha de observación como instrumento.
Los resultados más relevantes indican que el hotel ha implementado algunas estrategias de marketing digital, como la optimización del sitio web y la utilización de redes
sociales; sin embargo, carece de una estrategia digital bien estructurada, lo que limita su alcance y efectividad. Además, el análisis del feedback de los clientes mostró que, si bien la
mayoría tiene una percepción positiva del servicio, se requiere mejorar la gestión de comentarios y la aplicación de estrategias de mejora continua. En cuanto al flujo web, si
bien el sitio recibe visitas constantes, la tasa de conversión en reservas es baja, lo que sugiere la necesidad de optimizar la usabilidad y el contenido. Asimismo, se detectaron deficiencias en la velocidad de carga y navegabilidad del sitio web, afectando la experiencia del usuario.
Finalmente, la interactividad en redes sociales es limitada, reduciendo la posibilidad de atraer nuevos clientes y fidelizar a los actuales.
Se concluye que es fundamental implementar una estrategia digital estructurada, mejorar la gestión del feedback, optimizar la funcionalidad del sitio web y potenciar la
interactividad en redes sociales para fortalecer la presencia digital del hotel y mejorar su posicionamiento en el mercado.
The objective of this research was to describe the digital marketing strategy of Hotel Inkarry Cusco in 2024. The study employed a basic research type with a descriptive scope, qualitative approach, and non-experimental cross-sectional design. The population consisted of seven hotel employees, and data was collected through an observation sheet as the primary instrument. The findings indicate that the hotel has implemented certain digital marketing strategies, including website optimization and the use of social media. However, the lack of a well-structured digital strategy has limited its reach and effectiveness. Additionally, an analysis of customer feedback revealed that although most guests have a positive perception of the service, improvements are needed in managing customer reviews and applying continuous improvement strategies. Regarding website traffic, while the site receives a steady influx of visitors, the conversion rate into reservations remains low, highlighting the need to optimize usability and content. Furthermore, deficiencies in website loading speed and navigation negatively impact the user experience. Lastly, limited interactivity on social media reduces the hotel's ability to attract new customers and build a loyal digital community. The study concludes that it is essential to implement a structured digital strategy, enhance feedback management, optimize website functionality, and strengthen social media interactivity to improve the hotel’s digital presence and market positioning.
The objective of this research was to describe the digital marketing strategy of Hotel Inkarry Cusco in 2024. The study employed a basic research type with a descriptive scope, qualitative approach, and non-experimental cross-sectional design. The population consisted of seven hotel employees, and data was collected through an observation sheet as the primary instrument. The findings indicate that the hotel has implemented certain digital marketing strategies, including website optimization and the use of social media. However, the lack of a well-structured digital strategy has limited its reach and effectiveness. Additionally, an analysis of customer feedback revealed that although most guests have a positive perception of the service, improvements are needed in managing customer reviews and applying continuous improvement strategies. Regarding website traffic, while the site receives a steady influx of visitors, the conversion rate into reservations remains low, highlighting the need to optimize usability and content. Furthermore, deficiencies in website loading speed and navigation negatively impact the user experience. Lastly, limited interactivity on social media reduces the hotel's ability to attract new customers and build a loyal digital community. The study concludes that it is essential to implement a structured digital strategy, enhance feedback management, optimize website functionality, and strengthen social media interactivity to improve the hotel’s digital presence and market positioning.
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Keywords
Marketing digital, Interactividad, Flujo web, Funcionalidad, Web hoteleria, Estrategias digitales