Análisis del uso de medios sociales en el comportamiento de elección de hoteles del Ecuador.

Abstract

The purpose of this degree work is to provide an overview of social media marketing, and how it influences consumer choice behavior for hosting services in the context of Ecuador. This research work initially provides a review of the literature based on indexed scientific journals in English and university books, which allowed to raise the study variables related to the consumer profile and factors that influence the use of social media. For this purpose, two in-depth interviews were conducted with hotel sector administrators as part of the exploratory technique (qualitative) and a survey of 384 users of hotel services was collected (quantitative). The results showed two profiles of the social media user (national and foreign) who are Millennial, mostly female and with university studies, which have an impact on the use of social media through usability, ubiquity, interaction with a high perceived benefit, and trust.