Information and Communication Technologies (ICT) as marketing strategies, and their contribution to the competitiveness of the hotel-tourist sector in Estelí, Nicaragua, during the first semester of 2016

Abstract

The present research was carried out in Estelí, during 2016, where tourists and managers and/or owners of the hotels registered to the National Institute of Tourism of Estelí participated. The research aimed to evaluate the use and application of ICT tools as marketing strategies, and their contribution to the competitiveness of the hotel-tourism sector in Estelí. To that end, a characterization of the hotel-tourism sector was made. Similarly, the application of the use of ICT resources was identified and valued. This allowed the researchers to analyze its contribution and competitiveness. A SWOT was made from the results obtained, and a proposal of strategies was designed. The study was justified due to its convenience, as it has a theoretical value, practical usage and social relevance. From a methodological perspective, it followed a qualitative approach; the research was applied and belonged to the interpretative paradigm. The research universe was made up by 50 tourists and 19 owners/managers. Data were collected through surveys to tourists and owners/managers, and processed using the software SPSS, version 20.0. The main research results indicate that the majority of the hotels use some strategy of digital marketing, which improves their competitiveness. However, they have some weaknesses that can be improved and optimized to take advantage of and prevent threats from the environment.

Key words: ICT Tools, marketing strategies, competitiveness, hotel-tourism sector.