RESUMEN La industria Hotelera ha progresado en los últimos ...

UNIVERSIDAD DE CUENCAABSTRACTThe hotel industry has progressed in recent times due to the increment indemand in the tourism sector at a national and international level. Ecuador hasnot been the exception due to the recent promotion of sustainable andcommunity tourism, which has been fundamentally profitable in comparison tothe elite tourism segments.The annual tourist visits has made this country have a favorable receptionthroughout the world and because of this it has been a prime objective toinvestigate the reasons how a hotel establishment can capture the attention oftourists to prefer their accommodations; due to this, it was determinedconvenient to investigate hotel establishments with luxurious and fist classaccommodations in our city and observe how the quality of services andcommunication have improved gradually towards this segment, implementingdifferent marketing strategies.Our city has great potential in regards to accommodation services, especially inthe luxurious category of the hotel industry, the same which is made up ofhotels with the amount of vacancies and unique characteristics considered to bein this category, progressing until they are recognized at an international level,this is the reason for the development of the investigation of the use of thismarketing tool, concluding with a personal analysis.AUTORA:JESSICA RODRÍGUEZ VALDIVIESO 2