Estrategia de comunicación promocional para el período 2017 en el hotel Cubanacán Los Caneyes
Fecha
2017-06-22
Autores
García Díaz, Lianet
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Editor
Universidad Central "Marta Abreu" de Las Villas. Facultad Ciencias Económicas. Departamento de Turismo
Resumen
La actividad turística está experimentado un mayor crecimiento mundial, durante el año anterior las llegadas de turistas internacionales superaron en 300 millones la cifra record alcanzada en 2008 antes de la crisis económico-financiera. Las expectativas para el 2020 son de alcanzar entre los 900 millones y los 1,6 billones de turistas, según datos ofrecidos por la Organización Mundial del Turismo. Esta actividad supone constantes cambios que requieren el perfeccionamiento de los mecanismos de gestión comercial en el diseño y comunicación de nuevas ofertas a través de la comunicación promocional. Cuba no se encuentra ajena a la situación anterior, por lo tanto, orienta su política hacia el perfeccionamiento de esta actividad a nivel institucional y empresarial a fin de insertarse en un entorno turístico cada vez más competitivo. El Grupo Cubanacán como encargado de llevar a cabo acciones de este tipo en el Hotel Cubanacán Los Caneyes, no realiza estudios que determinen la efectividad de estos procesos, y en consecuencia no se utilizan métodos que permitan medir estos indicadores, lo que provoca que se inviertan cuantiosos recursos sin conocer la factibilidad en su uso. Considerando la situación anterior, esta investigación propone una estrategia de comunicación promocional a través de la medición de la efectividad de dicho proceso en este hotel, mediante la aplicación de un método integral de medición y estrategia que se adapta a las condiciones de Cuba. Esto proporciona al país el ahorro de numerosos recursos financieros, humanos y materiales, así como una mejor gestión de la comunicación promocional.
The tourist activity is experiencing a greater world growth, during the previous year the arrivals of international tourists surpassed in 300 million the record figure reached in 2008 before the economic-financial crisis. Expectations for 2020 are to reach between 900 million and 1.6 billion tourists, according to data provided by the World Tourism Organization. This activity involves constant changes that require the perfection of commercial management mechanisms in the design and communication of new offers through promotional communication. Cuba is not outside the previous situation, therefore, orientates its policy towards perfecting this activity at institutional and business level in order to be inserted in an increasingly competitive tourism environment. The Cubanacán Group, in charge of carrying out such actions at the Cubanacán Los Caneyes Hotel, does not conduct studies that determine the effectiveness of these processes, and consequently no methods are used to measure these indicators, which causes them to be invested Resources without knowing the feasibility in its use. Considering the previous situation, this research proposes a strategy of promotional communication through the measurement of the effectiveness of this process in this hotel, through the application of an integral method of measurement and strategy that adapts to the conditions of Cuba. This provides the country with the saving of numerous financial, human and material resources, as well as better management of promotional communication.
The tourist activity is experiencing a greater world growth, during the previous year the arrivals of international tourists surpassed in 300 million the record figure reached in 2008 before the economic-financial crisis. Expectations for 2020 are to reach between 900 million and 1.6 billion tourists, according to data provided by the World Tourism Organization. This activity involves constant changes that require the perfection of commercial management mechanisms in the design and communication of new offers through promotional communication. Cuba is not outside the previous situation, therefore, orientates its policy towards perfecting this activity at institutional and business level in order to be inserted in an increasingly competitive tourism environment. The Cubanacán Group, in charge of carrying out such actions at the Cubanacán Los Caneyes Hotel, does not conduct studies that determine the effectiveness of these processes, and consequently no methods are used to measure these indicators, which causes them to be invested Resources without knowing the feasibility in its use. Considering the previous situation, this research proposes a strategy of promotional communication through the measurement of the effectiveness of this process in this hotel, through the application of an integral method of measurement and strategy that adapts to the conditions of Cuba. This provides the country with the saving of numerous financial, human and material resources, as well as better management of promotional communication.
Descripción
Palabras clave
Gestión Comercial, Perfecionamiento Empresarial, Turistas Internacionales