Análisis de la competencia en el alojamiento entre las plataformas de economía colaborativa y los establecimientos turísticos registrados. Caso Bahía de Caráquez.

Abstract

The present research work has a vision of analyzing the competition between the lodging offered in the collaborative economy platforms and the tourist establishments registered in the canton of Bahía de Caráquez in which it was possible to identify the progress of the collaborative platforms since their beginnings and their permanence over time, that is why a bibliographic research was conducted to identify their market segment and thus distinguish the level of competition that the collaborative economic platforms have over the registered tourist establishments; Then, surveys were applied to people who have stayed overnight in Bahía de Caráquez to know the motivations and aspects related to the preferences for tourist establishments and collaborative platforms. Finally, these results allowed the design of marketing strategies to help establishments increase their occupancy by proposing improvements in some aspects of price, product, location and promotion.