Marketing sensorial para mejorar la percepción de la calidad del servicio en el Hotel El Libertador de la ciudad de Riobamba

Abstract

The research project, presented below, aimed to improve the perception of the quality of service of the HOTEL EL LIBERTADOR, through sensory marketing elements improving the tourist experience. The research methodology was carried out through direct observation, situational analysis and an analysis with EEG MindWave Mobile 2 biometric equipment at the company's facilities to identify levels of attention and meditation and sensory environment, it was taken: data from the Ministry of Tourism of national and foreign tourists who visit the province annually, then the surveys were applied to tourists who have used hotel services and want to know the facilities, it was determined that in the hotel facilities there are flaws and deficiencies in the use of their physical and sensory resources, so there is a low perception by tourists who purchase the hotel service. Through internal analysis, a sensory marketing proposal was proposed to solve the existing problems in the hotel facilities, which contains visual, auditory and kinesthetic marketing strategies. Using colors in the walls, decoration in the corridors, corporate image, hotel presence in social networks, interior decoration in the rooms, Jazz music, internal and external noise control, vanilla aroma in strategic areas, welcome cocktail and service to the quality customer. It is recommended the application of the present degree work focused in the senses: visual, auditory and kinesthetic creating shopping experience in the tourists and improving also the perception of the quality of the service, that generates future relations between the company and the consumer.