Estrategia online de marketing interno para fortalecer la imagen corporativa el Hotel e “Central”
Fecha
2022-01
Autores
Ramírez González, Daineris
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
El presente trabajo diploma muestra el problema siguiente: ¿Cómo fortalecer la imagen corporativa del hotel E “Central”?. Se desarrolla en el hotel referido del complejo hotelero los Caneyes del grupo Cubanacán en la provincia de Villa Clara, el objetivo principal radica en elaborar una Estrategia Online de Marketing Interno para fortalecer la imagen corporativa del hotel E “Central”, que posibilite la implementación del marketing online y el fortalecimiento de la imagen.
Se realizó un diagnóstico sobre las características que muestra el marketing y la imagen para posibilitar la implementación de una estrategia online, como punto de partida para determinar la importancia de realizar un estudio sobre esta temática y necesidades de su perfeccionamiento como base para elaborar la propuesta de estrategia.
Las principales técnicas y métodos utilizados para la investigación son: los métodos del nivel teórico: analítico-sintético, inductivo-deductivo, histórico-lógico, modelación y el hipotético-deductivo. Nivel empírico: análisis documental, la observación, las encuestas, entrevistas, el juicio de expertos, usuario y triangulación de fuentes. Del nivel matemático-estadístico el %, tablas, gráficas y medidas de tendencia central (moda), las que mostraron su eficiencia en este tipo de estudio. Como resultado de la investigación se diseñó la Estrategia Online de Marketing Interno al aplicar un procedimiento científicamente probado en el proceso de su elaboración para el hotel objeto de estudio, marca encanto con cuatro estrellas, se comprobó su eficiencia según validación realizada con los expertos y usuarios. Palabras claves: imagen corporativa y Estrategia Online de Marketing Interno.
This diploma work shows the problem of How to strengthen the corporate image of hotel E "Central"? It is developed in the referred hotel of the Los Caneyes hotel complex of the Cubanacán Group in the province of Villa Clara, with the main objective to develop an Online Internal Marketing Strategy to strengthen the corporate image of Hotel E "Central", which will enable the implementation of online marketing and the strengthening of the image. A diagnosis was carried out on the characteristics that marketing and image show to enable the implementation of an online strategy, as a starting point to determine the importance of carrying out a study on this issue and its need for improvement as a basis for preparing the proposal of strategy. Among the main techniques and / or methods used for research are the theoretical level methods: analytical - synthetic, inductive - deductive, historical - logical, modeling and hypothetical - deductive. Empirical level: documentary analysis, observation, surveys, interviews, expert judgment, users and triangulation of sources. From the Mathematical-Statistical Level the %, tables, graphs and measures of central tendency (mode), which showed their efficiency in this type of study?. As a result of the research, the Online Internal Marketing Strategy was designed by applying a procedure for it in the elaboration process in the hotel under study, a charm brand with four stars, checking its efficiency according to the validation carried out with the experts and users. Keywords: Corporate Image and Online Internal Marketing Strategy.
This diploma work shows the problem of How to strengthen the corporate image of hotel E "Central"? It is developed in the referred hotel of the Los Caneyes hotel complex of the Cubanacán Group in the province of Villa Clara, with the main objective to develop an Online Internal Marketing Strategy to strengthen the corporate image of Hotel E "Central", which will enable the implementation of online marketing and the strengthening of the image. A diagnosis was carried out on the characteristics that marketing and image show to enable the implementation of an online strategy, as a starting point to determine the importance of carrying out a study on this issue and its need for improvement as a basis for preparing the proposal of strategy. Among the main techniques and / or methods used for research are the theoretical level methods: analytical - synthetic, inductive - deductive, historical - logical, modeling and hypothetical - deductive. Empirical level: documentary analysis, observation, surveys, interviews, expert judgment, users and triangulation of sources. From the Mathematical-Statistical Level the %, tables, graphs and measures of central tendency (mode), which showed their efficiency in this type of study?. As a result of the research, the Online Internal Marketing Strategy was designed by applying a procedure for it in the elaboration process in the hotel under study, a charm brand with four stars, checking its efficiency according to the validation carried out with the experts and users. Keywords: Corporate Image and Online Internal Marketing Strategy.
Descripción
Palabras clave
Turismo, Imagen corporativa, Marketing interno, Complejo hotelero