Estrategia para la gestión de las relaciones públicas en el Hotel Central- América
Fecha
2022-01
Autores
Marchante Corcho, Víctor Manuel
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Las Relaciones Públicas son una herramienta valiosa en la actividad turística, esta adquiere una mayor connotación en el renglón hotelero 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. En algunas empresas y entidades turísticas, no existe hoy una función efectiva de gestión en el ámbito de las Relaciones Públicas capaz de generar valor para el desarrollo de su propia identidad empresarial y de lo que quieren ser en su relación con sus públicos. La presente investigación se desarrolla con el objetivo principal de diseñar una Estrategia de Relaciones Públicas para el Hotel Central-América. Se utilizan técnicas y métodos de recopilación de información, tales como: análisis documental, la observación directa, la matriz DAFO y la lluvia de ideas, que permitieron corroborar que, si bien existen factores favorables en cuanto a la gestión de las Relaciones Públicas, esta se ve limitada por la inexistencia de una estrategia que se adapte a las condiciones propias de la empresa así como de acciones y procedimientos para la interrelación planificada, coherente y estratégica de esta importante variable organizacional. Para la confección de la estrategia se aplica el procedimiento diseñado para hoteles de ciudad, por Limia (2015). Como resultado de la investigación se obtuvo la Estrategia para la gestión de las Relaciones Públicas del Hotel Central-América, como una herramienta para el hotel, contribuyendo a la mejora de su imagen.
Palabras Claves: Relaciones Públicas, públicos, estrategia, gestión.
Public Relations are a valuable tool in tourist activity, it acquires a greater connotation in the hotel sector because the good image that a tourist facility is capable of winning in front of its public will largely depend on the scope of better results in several fields of its management. In some companies and tourist entities, there is no effective management function in the field of Public Relations today capable of generating value for the development of their own business identity and of what they want to be in their relationship with their audiences. This research is developed with the main objective of designing a Public Relations Strategy for the Hotel Central-América. Information gathering techniques and methods are used, such as: documentary analysis, direct observation, the SWOT matrix and brainstorming, which allowed corroborating that, although there are favorable factors regarding the management of Public Relations, this it is limited by the inexistence of a strategy that adapts to the conditions of the company as well as actions and procedures for the planned, coherent and strategic interrelation of this important organizational variable. For the preparation of the strategy, the procedure designed for city hotels by Limia (2015) is applied. As a result of the investigation, the Strategy for the management of Public Relations of the Central-America Hotel was obtained, as a tool for the hotel, contributing to the improvement of its image. Keywords: Public Relations, audiences, strategy, management
Public Relations are a valuable tool in tourist activity, it acquires a greater connotation in the hotel sector because the good image that a tourist facility is capable of winning in front of its public will largely depend on the scope of better results in several fields of its management. In some companies and tourist entities, there is no effective management function in the field of Public Relations today capable of generating value for the development of their own business identity and of what they want to be in their relationship with their audiences. This research is developed with the main objective of designing a Public Relations Strategy for the Hotel Central-América. Information gathering techniques and methods are used, such as: documentary analysis, direct observation, the SWOT matrix and brainstorming, which allowed corroborating that, although there are favorable factors regarding the management of Public Relations, this it is limited by the inexistence of a strategy that adapts to the conditions of the company as well as actions and procedures for the planned, coherent and strategic interrelation of this important organizational variable. For the preparation of the strategy, the procedure designed for city hotels by Limia (2015) is applied. As a result of the investigation, the Strategy for the management of Public Relations of the Central-America Hotel was obtained, as a tool for the hotel, contributing to the improvement of its image. Keywords: Public Relations, audiences, strategy, management
Descripción
Palabras clave
Turismo, Actividad turística, Instalación turística, Entidades turísticas