SciELO - Scientific Electronic Library Online

 
vol.8 número1Alcances del turismo sostenible: un análisis cualitativo de las experiencias de dos comunidades en EcuadorPercepción de Seguridad Sanitaria del consumidor quiteño en el Servicio de Transporte Aéreo post COVID-19 índice de autoresíndice de assuntospesquisa de artigos
Home Pagelista alfabética de periódicos  

Serviços Personalizados

Journal

Artigo

Indicadores

Links relacionados

  • Não possue artigos similaresSimilares em SciELO

Compartilhar


Siembra

versão On-line ISSN 2477-8850

Resumo

VERA VERA, Rafael; VELOZ CAMEJO, Fernando  e  PARRAGA BASURTO, Yadira. Uso de Facebook en la promoción de hoteles categoría lujo de Manta en tiempo de COVID-19. Siembra [online]. 2021, vol.8, n.1, e2842.  Epub 10-Maio-2021. ISSN 2477-8850.  https://doi.org/10.29166/siembra.v8i1.2842.

The COVID-19 pandemic has aggressively hit the business sector worldwide and has caused social distancing, forcing companies to promote the use of social networks as a survival strategy. This research evaluates the use of Facebook for tourism promotion of luxury hotels in the city of Manta during the pandemic. To collect the information, a review of the interaction between the hotels and the users of this social network was carried out through the Presence, Response, Generation and Suggestion (PRGS) model based on the data obtained through the Fanpage Karma platform. The level of engagement by the followers was evaluated and a qualitative analysis of the comments posted during the pandemic was carried out using the Atlas.Ti v.9 software. 9 codes were identified related to: contest, live, labeling and interaction between users, service offer, opinion about the hotel and its services, opinion about the city, greetings and thanks, request for information, and directly linked to the pandemic. It was concluded that the level of engagement of followers of Manta's luxury category hotels in the social network Facebook is below acceptable levels.

Palavras-chave : COVID-19; Facebook; social networks; hotels.

        · resumo em Espanhol     · texto em Espanhol     · Espanhol ( pdf )