Plan de Marketing para el Hotel Playa Cayo Santa María
Fecha
2013-06-24
Autores
Rivero Morales, Anicia
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación tiene como objetivo principal la elaboración de un Plan de
Marketing para el Hotel Playa Cayo Santa María, que sirva de herramienta para su
gestión comercial y que le aporte objetivos, acciones y estrategias. Para ello fue
necesario el estudio de varias metodologías en la bibliografía especializada, hasta ser determinada como más apropiada la propuesta por el profesor José Luis Perelló en el año 2001, ya que tiene en cuenta los productos con los que trabaja la instalación, realiza un análisis de la situación, propone objetivos, estrategias, acciones, presupuesto y cuenta con una etapa de seguimiento y control. Además de ser propuesta para el sistema turístico cubano. De la realización de la investigación se obtuvo un profundo diagnóstico de la aplicación del marketing en el Hotel Playa Cayo Santa María, tanto de manera interna como del entorno que rodea la instalación y finaliza este diagnóstico con una valoración de la actividad comercial. Para recopilar y analizar la información se aplicaron métodos y técnicas como: la observación científica, propia, participante y abierta; el análisis documental, interpretativo y formalizado; la entrevista no estructurada, así como el trabajo en grupo. El principal resultado de este trabajo es el Plan de Marketing para el Hotel Playa Cayo Santa María, que dotará a la instalación de una importante herramienta para regir sus acciones comerciales y ayudará en gran medida a eliminar la operatividad y el empirismo en su gestión de mercadotecnia.
The present research has as principal objective to elaborate a Marketing Plan for Playa Cayo Santa Maria hotel that serves as a tool for its commercial management and endows: objectives, actions and strategies. For that was necessary to study several methodologies in the specialized bibliographies and was certain as the most appropriate, the proposed by professor Jose Luis Perello in 2001 due to has keep in mind the products of the hotel, to carry out an situational analyze, it proposes objectives, actions, strategies, budget and a control stage. Also this methodology is for touristic cuban system. After the investigations it was obtained a deep internal and external diagnostic of the marketing management in Playa Cayo Santa María hotel and concludes with commercial activity evaluation. To gather and to analyze the information methods they were applied and technical as: scientific observation, own, participant and open, the interpretive and formalized documental analysis, not structured interview and work in group. The main result of this research is the Marketing Plan of Playa Cayo Santa María hotel that it will endow to the installation of an important tool to govern their commercial actions and will help in great measure to eliminate the operability and the empiricism in their marketing administration.
The present research has as principal objective to elaborate a Marketing Plan for Playa Cayo Santa Maria hotel that serves as a tool for its commercial management and endows: objectives, actions and strategies. For that was necessary to study several methodologies in the specialized bibliographies and was certain as the most appropriate, the proposed by professor Jose Luis Perello in 2001 due to has keep in mind the products of the hotel, to carry out an situational analyze, it proposes objectives, actions, strategies, budget and a control stage. Also this methodology is for touristic cuban system. After the investigations it was obtained a deep internal and external diagnostic of the marketing management in Playa Cayo Santa María hotel and concludes with commercial activity evaluation. To gather and to analyze the information methods they were applied and technical as: scientific observation, own, participant and open, the interpretive and formalized documental analysis, not structured interview and work in group. The main result of this research is the Marketing Plan of Playa Cayo Santa María hotel that it will endow to the installation of an important tool to govern their commercial actions and will help in great measure to eliminate the operability and the empiricism in their marketing administration.
Descripción
Palabras clave
Plan de Marketing, Gestión de Marketing, Hotelería, Hotel Playa Cayo Santa María