Content Marketing in Five-star Hotels: An Analysis of Strategies and their Relationship with the Digital Audience in Ecuador

Nicole Estefania Cisneros Arguello; Jorge Manuel Cueva Estrada; Nicolas Armando Sumba Nacipucha

doi:10.53894/ijirss.v8i5.9272

Content Marketing in Five-star Hotels: An Analysis of Strategies and their Relationship with the Digital Audience in Ecuador

Título traducido de la contribución: Marketing de Contenidos en Hoteles Cinco Estrellas: Un Análisis de Estrategias y su Relación con la Audiencia Digital en Ecuador

Nicole Estefania Cisneros Arguello
, Jorge Manuel Cueva Estrada
, Nicolas Armando Sumba Nacipucha

Grupo de Investigación Socio-Económica y Empresarial (GISEE)

Producción científica: Contribución a una revista › Artículo

Resumen

Esta investigación analiza el uso del marketing de contenidos en Instagram por parte de hoteles cinco estrellas en Ecuador hasta el año 2025. Aborda la necesidad de comprender cómo estas instituciones gestionan sus canales digitales para fortalecer su imagen, atraer audiencias y posicionarse en un entorno turístico altamente competitivo. El objetivo fue identificar las estrategias de contenido empleadas y examinar su relación con el número de seguidores. Mediante un enfoque cuantitativo, descriptivo-correlacional, se analizaron las últimas diez publicaciones de 45 hoteles activos en Instagram mediante una herramienta de observación basada en ocho dimensiones clave del marketing de contenidos. Los resultados muestran que el contenido corporativo y la presencia de marca dominan las publicaciones, especialmente a través de llamadas a la acción y la aparición constante del logotipo institucional. En contraste, las dimensiones orientadas a la interacción social y emocional, como testimonios, menciones o contenido recreativo, tienen una presencia marginal. Además, se encontró una correlación significativa entre el número de seguidores y el número de años en Instagram, mientras que no se encontró relación entre las estrategias de contenido observadas y el crecimiento de la audiencia. Concluimos que existe un predominio de enfoques unidireccionales en las comunicaciones digitales de estos hoteles, lo que podría limitar su alcance orgánico, el engagement de los usuarios y las oportunidades de diferenciación en un entorno cada vez más relacional.

Título traducido de la contribución	Marketing de Contenidos en Hoteles Cinco Estrellas: Un Análisis de Estrategias y su Relación con la Audiencia Digital en Ecuador
Idioma original	Inglés estadounidense
Páginas (desde-hasta)	1759-1770
Número de páginas	12
Publicación	International Journal of Innovative Research and Scientific Studies (IJIRSS)
Volumen	8
N.º	8
DOI	https://doi.org/10.53894/ijirss.v8i5.9272
Estado	Publicada - 13 ago. 2025

Palabras clave

Communications strategy
Content marketing
Digital content
Luxury hotels
Social media

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10.53894/ijirss.v8i5.9272

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Modelos Económicos Alternativos para un Crecimiento Transformador con Sostenibilidad y Bienestar Laboral
Lopez Chila, R. D. (Investigador Secundario), Sumba Nacipucha, N. A. (Investigador Secundario), Cueva Estrada, J. M. (Investigador principal), Delgado Figueroa, S. P. (Investigador Secundario), Ruiz Garzon, N. A. (Estudiante Investigador), Sandoval Aguilar, W. M. (Estudiante Investigador), Castro Castro, F. A. (Estudiante Investigador), Ruiz Ruiz, A. V. (Estudiante Investigador), Casañas Hernandez, K. P. (Estudiante Investigador), Ortega Gaibort, K. E. (Estudiante Investigador) & Reynosa Navarro, E. (Investigador Externo)
1/06/25 → …
Proyecto: Investigación y Desarrollo

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title = "Content Marketing in Five-star Hotels: An Analysis of Strategies and their Relationship with the Digital Audience in Ecuador",

abstract = "This research analyzes the use of content marketing on Instagram by five-star hotels in Ecuador through 2025. It addresses the need to understand how these institutions manage their digital channels to strengthen their image, attract audiences, and position themselves in a highly competitive tourism environment. The objective was to identify the content strategies employed and examine their relationship with the number of followers. Using a quantitative, descriptive-correlational approach, the last ten posts of 45 active hotels on Instagram were analyzed using an observation tool based on eight key dimensions of content marketing. The results show that corporate content and brand presence dominate the posts, especially through calls to action and the constant appearance of the institutional logo. In contrast, dimensions oriented towards social and emotional interaction, such as testimonials, mentions, or recreational content, have a marginal presence. Furthermore, a significant correlation was found between the number of followers and the number of years on Instagram, while no relationship was found between the observed content strategies and audience growth. We conclude that there is a predominance of unidirectional approaches in these hotels' digital communications, which could limit their organic reach, user engagement, and opportunities for differentiation in an increasingly relational environment.",

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Content Marketing in Five-star Hotels: An Analysis of Strategies and their Relationship with the Digital Audience in Ecuador. / Cisneros Arguello, Nicole Estefania; Cueva Estrada, Jorge Manuel ; Sumba Nacipucha, Nicolas Armando.
En: International Journal of Innovative Research and Scientific Studies (IJIRSS), Vol. 8, N.º 8, 13.08.2025, p. 1759-1770.

Producción científica: Contribución a una revista › Artículo

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PY - 2025/8/13

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N2 - This research analyzes the use of content marketing on Instagram by five-star hotels in Ecuador through 2025. It addresses the need to understand how these institutions manage their digital channels to strengthen their image, attract audiences, and position themselves in a highly competitive tourism environment. The objective was to identify the content strategies employed and examine their relationship with the number of followers. Using a quantitative, descriptive-correlational approach, the last ten posts of 45 active hotels on Instagram were analyzed using an observation tool based on eight key dimensions of content marketing. The results show that corporate content and brand presence dominate the posts, especially through calls to action and the constant appearance of the institutional logo. In contrast, dimensions oriented towards social and emotional interaction, such as testimonials, mentions, or recreational content, have a marginal presence. Furthermore, a significant correlation was found between the number of followers and the number of years on Instagram, while no relationship was found between the observed content strategies and audience growth. We conclude that there is a predominance of unidirectional approaches in these hotels' digital communications, which could limit their organic reach, user engagement, and opportunities for differentiation in an increasingly relational environment.

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Content Marketing in Five-star Hotels: An Analysis of Strategies and their Relationship with the Digital Audience in Ecuador

Resumen

Palabras clave

Areas de Conocimiento del CACES

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Proyectos

Modelos Económicos Alternativos para un Crecimiento Transformador con Sostenibilidad y Bienestar Laboral

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