Estrategia para la gestión de las relaciones públicas en el Hotel Horizontes Los Caneyes
Fecha
2014-06-24
Autores
Pedroso Capote, Freyda
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ISSN de la revista
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Las Relaciones Públicas (RR.PP) son una herramienta valiosa en cualquier
empresa independientemente del sector al que pertenezca sin embargo en el caso del Turismo, y específicamente en el renglón hotelero, adquiere una connotación mayor porque de la buena imagen que sea capaz de ganarse una instalación turística frente a sus públicos dependerá en gran medida el alcance de mejores resultados en varios campos de su gestión. Es por eso que se debe constituir un proceso estratégico de comunicación que supere los marcos de la operatividad y la repetición y se adecue cada vez más a las reales necesidades que existan en los hoteles lo que será posible si se sustentan sobre las bases de la investigación, la comunicación y colaboración con los públicos para construir relaciones mutuamente beneficiosas. Sin embargo, a pesar de los esfuerzos realizados en aras de la puesta en marcha de unas RR.PP responsables y al servicio del cliente,
actualmente, en el hotel Horizontes Los Caneyes, la aplicación del procedimiento de diagnóstico de Prieto (2012) al proceso de RR.PP arrojó algunas dificultades en su gestión como: la carencia de estudios e investigaciones sistemáticas, la falta de planificación, así como que las acciones de RR.PP se desarrollan de manera aislada sin un enfoque sinérgico, etc. Siendo así, la aplicación del procedimiento
de Gestión de las RR.PP en hoteles, diseñado por Prieto (2012) permitirá proyectar
de una manera mucho más eficiente, coherente y planificada las RR.PP en este hotel.
Public Relations are a valuable tool in any industry but in the case of tourism acquire greater connotation because of the good image that is able to build a tourist facility against the same public will largely depend on the extent of best results in various fields of management. That's why it should be a strategic communication process that exceeds the operational frameworks and repetition and increasingly fits the real needs that exist in the entity which will be possible if the foundations are based on research, communication and collaboration with the public to build mutually beneficial relationships. However, despite the efforts made towards the implementation of responsible public relations and customer service, currently in the Horizontes Los Caneyes hotel , the application of several methodological process tools at Public Relations departament threw some troubles such as that in management as the projection of the same is only to the consumer of the tourism product, the lack of studies and systematic investigations, lack of planning, and that the actions of are developed in isolation without a synergistic approach etc. As such , the application of the method of Integrated Public Relations in hotels, designed by Prieto ( 2012) project will allow a much more efficient , consistent and planned public relations in this hotel way.
Public Relations are a valuable tool in any industry but in the case of tourism acquire greater connotation because of the good image that is able to build a tourist facility against the same public will largely depend on the extent of best results in various fields of management. That's why it should be a strategic communication process that exceeds the operational frameworks and repetition and increasingly fits the real needs that exist in the entity which will be possible if the foundations are based on research, communication and collaboration with the public to build mutually beneficial relationships. However, despite the efforts made towards the implementation of responsible public relations and customer service, currently in the Horizontes Los Caneyes hotel , the application of several methodological process tools at Public Relations departament threw some troubles such as that in management as the projection of the same is only to the consumer of the tourism product, the lack of studies and systematic investigations, lack of planning, and that the actions of are developed in isolation without a synergistic approach etc. As such , the application of the method of Integrated Public Relations in hotels, designed by Prieto ( 2012) project will allow a much more efficient , consistent and planned public relations in this hotel way.
Descripción
Palabras clave
Comunicación Institucional, Sistemas de Gestión Integrada