Estrategía comunicativa en cultura organizacional en el Hotel E Central
Fecha
2019-06-25
Autores
Sánchez Vázquez, Claudia
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Central "Marta Abreu" de las Villas.Facultad de Ciencias Económicas.Departamento de Turismo
Resumen
La gestión de la cultura organizacional constituye actualmente una ventaja competitiva y un factor determinante para las empresas turísticas que deseen mantener relaciones duraderas con sus públicos y alcanzar el éxito en su negocio. Por ello, el objetivo de la presente investigación es diseñar la estrategia de comunicación para fortalecer la cultura organizacional del Hotel E “Central” a fin de contribuir a mejorar su gestión interna, así como su integración armónica con el entorno. Dicha investigación parte de un diagnóstico previo de la cultura organizacional en el hotel, donde se aplicaron varios instrumentos de recopilación de información como: encuestas, entrevistas semi-estructuradas, observación no participante y la revisión documental. Los resultados obtenidos en el diagnóstico establecieron que existen brechas entre la cultura ideal y la cultura actual de la entidad. El rigor científico de la investigación resulta garantizado como consecuencia de la aplicación de los procedimientos de García (2017) para el diagnóstico y el de Sacerio y Martínez (2008) para el diseño de la estrategia de comunicación. Como resultado fundamental se provee al hotel de un instrumento de gestión estratégico que procura la coordinación, dirección y control de los procesos comunicativos, en función de fortalecer la cultura organizacional del hotel.
Nowadays the management of the culture organizational is a competitive advantage and influential factor for tourist companies that want to keep durable relationships with the audience and to reach success in the business. For it, the aim of this investigation is to design the strategy of communication to strengthen the organizational culture of Hotel E “Central” in order to contribute to improve its internal communication, as well as its harmonic integration in the environment. This investigation starts with a previous diagnosis of the current state of the management of the culture organizational in the hotel where several statistical tests were applied such as: surveys, structured interviews, nonparticipant observation and documental review. The results obtained in the diagnosis established the existence of gaps between the ideal culture and the current culture of the entity. The scientific rigor is guaranteed as consequence of the application of the procedures of García (2017) to the diagnosis and the Sacerio and Martinez (2008) to the design of the communication strategy. As a main achievement, a strategic management instrument is provided to the hotel that offers coordination, direction and control of communication processes, in terms of strengthening the organizational culture.
Nowadays the management of the culture organizational is a competitive advantage and influential factor for tourist companies that want to keep durable relationships with the audience and to reach success in the business. For it, the aim of this investigation is to design the strategy of communication to strengthen the organizational culture of Hotel E “Central” in order to contribute to improve its internal communication, as well as its harmonic integration in the environment. This investigation starts with a previous diagnosis of the current state of the management of the culture organizational in the hotel where several statistical tests were applied such as: surveys, structured interviews, nonparticipant observation and documental review. The results obtained in the diagnosis established the existence of gaps between the ideal culture and the current culture of the entity. The scientific rigor is guaranteed as consequence of the application of the procedures of García (2017) to the diagnosis and the Sacerio and Martinez (2008) to the design of the communication strategy. As a main achievement, a strategic management instrument is provided to the hotel that offers coordination, direction and control of communication processes, in terms of strengthening the organizational culture.
Descripción
Palabras clave
Cultura Organizacional, Empresas Turísticas, Estrategia de Comunicación