Análisis de las preferencias en la contratación del servicio de eventos en tiempos de COVID-19 en la ciudad de Guayaquil.

Abstract

Throughout the development of this project, an analysis of the current situation of the social events market in Guayaquil city was carried out. The main purpose was to design a plan with numerous strategies based on the preferences of the clients nowadays. This plan will speed up the economic reactivation of the social events industry in the city that due to its essence, is one of the worst affected by the consequences of the COVID-19 pandemic. First, it starts with a market investigation in the city. The gathered results involve information about the main social event planning companies in the city, alongside main offered services and prices. These companies include hotels that provides event planning as one of its offered services and companies whose activities mostly consist in social event’s planning. The next phase consists on data research. Among the collection tools are surveys and interviews, which were applied to the previous identified sample defined by social event’s planners in Guayaquil and clients who have already held a social venue during the 2020-2021 period in the city. The outcome served as a guide to define the factors with utmost importance by those who decide to hire social event planning services during the pandemic. Besides, an analysis of the external factors was made through the PEST tool in order to have a complete overview of the situation surrounding the social event planning industry reality before designing the strategy plan. As a result, the strategy plan was designed with actions that involves different areas, in order to accomplish the established purposes.