Perfil del e-consumer millenial en el sector hotelero de la ciudad de Ibagué
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Contemporary consumers are not just about shopping. First, they are informed about the different brands and benefits of the product or service they wish to purchase through digital platforms. By carrying out this analysis process, it becomes a digital consumer or e-consumer, capable of evaluating the best alternatives to meet their needs and promote voice to digital voice. The importance of determining the profile of e-consumer is not alien to the hotel sector. In fact, organizations are aware of the power that the consumer holds in the booking platforms, thanks to the variety of hotels available, which allow booking, comparing and feedback experiences from the perspective of various consumers. The use of platforms, social networks and other social media to take advantage of the hotel offer is highly attractive for the millennial generation. The purpose of this research is to determine the profile of the e-consumer millennial in the hotel sector of the city of Ibagué. As a response to the need for information on the subject at the regional and national levels, to serve as support for the development of other research proposals of interest to marketing professionals and the community in general.