Digital Marketing: The Link for Hostel Arrival in Times of Pandemic for Improving Internet User Satisfaction

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Marcelo Javier Mancheno Saá, Jenny Margoth Gamboa Salinas, Jacqueline Del Pilar Hurtado Yugcha, José Bernando Herrera Herrera

Résumé

The Covid-19 pandemic has had a negative impact on the tourism sector, where most hostels require digital marketing strategies for their reactivation. Thus, the objective of this paper is to diagnose the current situation of short-stay hostels regarding digital marketing management during the Covid-19 pandemic in Zone 3, in Ecuador. The methodological framework is based on an exploratory research through a quantitative and qualitative analysis of the information collected through a structured survey to a total of 303 short-stay hostels. The results include three sections that show the situational analysis of tourist hostels, a cluster analysis and an AMOS confirmatory factor analysis; where the most relevant aspects of digital marketing management during the pandemic are detailed.

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