Análisis del posicionamiento de Hotel Oro Verde en la ciudad de Cuenca.

Abstract

The present project "Analysis of the positioning of Hotel Oro Verde in the city of Cuenca" was carried out to determine the positioning of this hotel establishment in the minds and preferences of consumers of lodging services in the city of Cuenca, providing strategies that allow it to achieve a price-quality positioning. To this end, the established objectives were analyzed through qualitative and quantitative research, where tools such as interviews, focus groups, and surveys were used. The sample was composed of 385 respondents staying at Hotel Oro Verde Cuenca, and for qualitative data, three representatives from the hotel tourism sector and eight people for the focus group were considered. The results showed that Hotel Oro Verde Cuenca is known locally and nationally for its affiliation with the chain of Hoteles Oro Verde Ecuador, maintains leadership in gastronomy and personalized service; however, it must attend to the needs of its consumers in room prices, innovation in technology (considering updating virtual satisfaction surveys with questions that allow for understanding the guests' needs), recreational and entertainment areas, and especially changing the image of a traditional hotel to a modern one without losing its identity.