Estrategia de comunicación para el año 2009 del Hotel Los Caneyes
Fecha
2009-07-24
Autores
Bernal Escudero, Leysa
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ISSN de la revista
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
En el presente trabajo se desarrolla una investigación con el objetivo de elaborar la
estrategia de comunicación del hotel “Los Caneyes” como paso inicial ante la necesidad
de implantar en el sistema de perfeccionamiento empresarial el subsistema de
comunicación; debido a la insuficiencia de un enfoque integrado para diseñar los
mensajes que se transmiten a los diferentes públicos de la empresa y como contribución
a un mejor posicionamiento del hotel en el mercado nacional e internacional. Teórica y
metodológicamente se fundamenta el criterio de que todo comunica en una empresa
hotelera, por lo que se propone un plan de acciones para enfrentar desde la
comunicación las deficiencias actuales en la gestión.
La determinación de los aspectos que hacen indispensable la adopción de una estrategia
resulta de un diagnóstico previo de la comunicación corporativa para lo que se utilizan
técnicas de análisis tales como la encuesta, la entrevista, observación participante y
revisión documental. Para la elaboración de la estrategia se utiliza un procedimiento
científicamente validado, diseñado por profesores del Centro de Estudios Turísticos de la
Universidad Central “Marta Abreu” de las Villas. La estrategia de comunicación resultante
además de beneficiar la gestión interna de los recursos humanos constituye una guía
para la relación con los públicos externos, favorece el perfeccionamiento del desempeño
organizacional y las perspectivas implícitas en ello de integración con el entorno de la
empresa como respuesta a las actuales tendencias de la gestión en el mundo.
The present paper developed an investigation with the objective of elaborating the communication strategy of the hotel “Los Caneyes” as an initial step facing the requirement of implanting in the system of management improvement the communication subsystem; due to the lack of an integrated approach to design the messages that are transmitted to the different audience of the business and as a contribution to a better positioning of the hotel in the domestic and international market. Theoretical and methodologically it bases the yardstick that everything communicates in a hotel enterprise, for that reason it is proposed an action plan to face from the communication the current deficiencies in the administration. A previous diagnosis to the corporate communication was carried out through the usage of the following techniques: the survey, the interview, the participant observation and the documental revision. The expressed before contributed to the determination of the aspects that make indispensable the adoption of the communication strategy. For elaborating the strategy a scientifically validated procedure was used, designed by professors of the Center of Tourist Studies from Central University. The resultant strategy of communication besides benefit the internal administration of the human resources constitutes a guide for the relationship with the external audience; it favors the improvement of the organizational performance and the implicit perspectives in it, of integration with the business environment as an answer to the current tendencies of the administration in the world.
The present paper developed an investigation with the objective of elaborating the communication strategy of the hotel “Los Caneyes” as an initial step facing the requirement of implanting in the system of management improvement the communication subsystem; due to the lack of an integrated approach to design the messages that are transmitted to the different audience of the business and as a contribution to a better positioning of the hotel in the domestic and international market. Theoretical and methodologically it bases the yardstick that everything communicates in a hotel enterprise, for that reason it is proposed an action plan to face from the communication the current deficiencies in the administration. A previous diagnosis to the corporate communication was carried out through the usage of the following techniques: the survey, the interview, the participant observation and the documental revision. The expressed before contributed to the determination of the aspects that make indispensable the adoption of the communication strategy. For elaborating the strategy a scientifically validated procedure was used, designed by professors of the Center of Tourist Studies from Central University. The resultant strategy of communication besides benefit the internal administration of the human resources constitutes a guide for the relationship with the external audience; it favors the improvement of the organizational performance and the implicit perspectives in it, of integration with the business environment as an answer to the current tendencies of the administration in the world.
Descripción
Palabras clave
Comunicación, Hotel Los Caneyes, Comunicación Corporativa, Alojamiento Turístico