Estrategia de Comunicación 2010 2011 de la Sucursal Transtur de Villa Clara
Archivos
Fecha
2010-07-24
Autores
Díaz Pérez, Dunia
Título de la revista
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 de la Sucursal Transtur de Villa Clara, debido a la
inexistencia de un enfoque que articule de forma integrada la comunicación, y éste a su
vez permita diseñar los mensajes que se transmiten a los diferentes públicos de la
empresa y contribuir a la efectividad de los mismos, lo que garantizará un mejor
posicionamiento de esta organización en el mercado nacional e internacional. Teórica y
metodológicamente se fundamenta el criterio de que todo comunica en una empresa de
servicios, por lo que se propone un plan de acciones diseñado para facilitar un mejor
funcionamiento de la comunicación. La determinación de los aspectos que hacen
indispensable la adopción de una estrategia resulta de un diagnóstico previo de la
comunicación empresarial. Los resultados devienen de la aplicación de técnicas de
análisis tales como la encuesta, la entrevista, observación 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.
On the present work is developed an investigation with the objective of elaborating the Communication Strategy of the Touristical Transporting Enterprise(Transtur) of Villa Clara, due to the nonexistence of a focus that articulates in an integrated way the communication, which will allow to design the messages that are transmitted to the different publics in and out the company and to contribute to the effectiveness of the same ones, what will guarantee a better positioning of the transportation entity in the national and international market. Theoretical and methodologically the approach is based that everything communicates in a company of services, in this case the transporting company, for what intends a plan of actions designed to facilitate, based on the communication, a better operation of the proposed communication. The determination of the aspects that makes indispensable the adoption of a strategy comes from a previous diagnosis of the corporate communication for what it is used technical of such analysis as the survey, the interview, observation and documental revision. For the elaboration of the strategy a scientifically validated procedure is used, designed by professors of the Center of Tourist Studies of the Central University "Marta Abreu". The strategy of resulting communication benefit the internal administration of the human resources and constitutes a guide for the relationship with the external publics, it favors the improvement of the organizational acting and the integrating perspectives with the environment of the company as an answer to the current tendencies of the management around the world. Finally it is offered conclusions and recommendations that constitute the basis for future investigations that allows the elaboration of strategies guided to strengthen the corporative communication.
On the present work is developed an investigation with the objective of elaborating the Communication Strategy of the Touristical Transporting Enterprise(Transtur) of Villa Clara, due to the nonexistence of a focus that articulates in an integrated way the communication, which will allow to design the messages that are transmitted to the different publics in and out the company and to contribute to the effectiveness of the same ones, what will guarantee a better positioning of the transportation entity in the national and international market. Theoretical and methodologically the approach is based that everything communicates in a company of services, in this case the transporting company, for what intends a plan of actions designed to facilitate, based on the communication, a better operation of the proposed communication. The determination of the aspects that makes indispensable the adoption of a strategy comes from a previous diagnosis of the corporate communication for what it is used technical of such analysis as the survey, the interview, observation and documental revision. For the elaboration of the strategy a scientifically validated procedure is used, designed by professors of the Center of Tourist Studies of the Central University "Marta Abreu". The strategy of resulting communication benefit the internal administration of the human resources and constitutes a guide for the relationship with the external publics, it favors the improvement of the organizational acting and the integrating perspectives with the environment of the company as an answer to the current tendencies of the management around the world. Finally it is offered conclusions and recommendations that constitute the basis for future investigations that allows the elaboration of strategies guided to strengthen the corporative communication.
Descripción
Palabras clave
Transtur de Villa Clara, Publicidad, Agencias de Viajes, Comunicación Organizacional