Estrategia de Comunicación 2010-2011 INFOTUR Villa Clara
Fecha
2010-07-24
Autores
Tirado López, Enmanuel
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ISSN de la revista
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
El surgimiento de INFOTUR Villa Clara se produjo sin estudios previos que facilitaran su
futura gestión y prorrumpió “en condiciones precarias” según sus propios trabajadores. El
presente Trabajo de Diploma cubre al menos uno de los requisitos indispensables para
su éxito empresarial, el propósito es complejo y ambicioso: diseñar la Estrategia de
Comunicación de INFOTUR Villa Clara.
Para otorgar mayor rigor científico a la investigación, se partió de un previo diagnóstico
de la gestión de la comunicación hacia sus distintos públicos. Los resultados devienen
de la necesaria aplicación de disímiles técnicas de recopilación de información tales
como análisis documental, encuestas, entrevistas y guías de observación; los datos se
enriquecen con una minuciosa valoración holística y cualitativa.
La Estrategia de Comunicación que se propone intenta solucionar las problemáticas
halladas en temas tan complejos como la identidad en función de la comunicación, los
procesos comunicativos internos y externos, la efectividad del Sistema de Información al
Visitante y la gestión de la imagen. Se pretende alcanzar este objetivo sobre la base de
fusionar las acciones de comunicación de manera coherente y sinérgica, logrando la
creación de una imagen sólida y posicionamiento único, mediante la difusión de
mensajes claros y consistentes que enaltecen en toda su magnitud la identidad de la
organización.
La dificultad es inmensa, empero, la aplicación de procedimientos científicamente
fundamentados y el compromiso de todos los miembros de la entidad en la ejecución de
la Estrategia, serán los garantes para que la propuesta tribute al logro del tan anhelado
éxito empresarial.
The coming out of INFOTUR Villa Clara took place without previous studies that could improve its future management and it appeared under “precarious conditions”, according to its employees. This Work of Diploma covers one of the indispensable requirements for its managerial success, the purpose is complex and ambitious: to design the Strategy of Communication of INFOTUR Villa Clara. To guarantee more scientific rigor to the investigation, it has been carried out a previous diagnosis of the current state of communication toward their different publics. The results comes because of the application of dissimilar statistical techniques, such as documental analysis, surveys, interviews and observation guides; the information get richer with a holistic and qualitative valuation. The Strategy of Communication that is proposed, attempts to solve the complex problems detected in important fields like the identity in function of the communication, the internal and external communicative processes, the effectiveness of the System of Information to the Visitor and the management of the image. It is sought to achieve this objective on the base of fusing the actions of communication in a coherent and synergistic way, getting the creation of a solid image and unique positioning, through the diffusion of clear and consistent messages that exalt in the higher magnitude the identity of the organization. The challenge is immense; however, the application of scientific procedures and the commitment of all the employees in the execution of the Strategy will be the backers for the achievement of the yearned managerial success.
The coming out of INFOTUR Villa Clara took place without previous studies that could improve its future management and it appeared under “precarious conditions”, according to its employees. This Work of Diploma covers one of the indispensable requirements for its managerial success, the purpose is complex and ambitious: to design the Strategy of Communication of INFOTUR Villa Clara. To guarantee more scientific rigor to the investigation, it has been carried out a previous diagnosis of the current state of communication toward their different publics. The results comes because of the application of dissimilar statistical techniques, such as documental analysis, surveys, interviews and observation guides; the information get richer with a holistic and qualitative valuation. The Strategy of Communication that is proposed, attempts to solve the complex problems detected in important fields like the identity in function of the communication, the internal and external communicative processes, the effectiveness of the System of Information to the Visitor and the management of the image. It is sought to achieve this objective on the base of fusing the actions of communication in a coherent and synergistic way, getting the creation of a solid image and unique positioning, through the diffusion of clear and consistent messages that exalt in the higher magnitude the identity of the organization. The challenge is immense; however, the application of scientific procedures and the commitment of all the employees in the execution of the Strategy will be the backers for the achievement of the yearned managerial success.
Descripción
Palabras clave
INFOTUR Villa Clara, Comunicación Integral, Diagnóstico, Diseño