Plan del marketing del hotel Hanabanilla para el período 2021-2025
Fecha
2021-12
Autores
Ponce Portero, Elizabeth
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
En la actualidad se evidencia un escenario de incertidumbre para el turismo mundial y Cuba no está exenta de ello. La pandemia por COVID-19 azota en todos los rincones del planeta, lo que ha provocado una crisis sanitaria y económica global; por lo que se hace necesario trazar nuevas estrategias de gestión que reviertan esta situación. Precisamente el Plan de Marketing constituye una herramienta de trabajo esencial para la gestión de la comercialización en la hotelería porque permite a partir del empleo eficiente de los recursos disponibles, orientarse adecuadamente hacia el cliente e insertarse y mantener su posición en el mercado de forma competitiva, lo que favorece los resultados de la entidad. La presente investigación persigue como objetivo general elaborar el Plan de Marketing del Hotel Hanabanilla para el período 2021-2025, que facilite el cumplimiento de acciones comerciales estratégicas y específicas para mantenerse en el complejo escenario turístico actual. En la bibliografía consultada se encontraron varios procedimientos para la elaboración de planes de marketing y se decidió emplear el propuesto por Westwood (2016), Para su desarrollo se emplearon métodos del nivel teórico como el analítico-sintético, el inductivo-deductivo, el histórico-lógico y el dialéctico-materialista y del nivel empírico, las entrevistas no estructuradas, la consulta a especialistas y el trabajo en grupo. Los resultados del estudio permitieron resumir el estado del arte acerca del papel del marketing para hoteles, el diagnóstico de la gestión comercial del hotel Hanabanilla y la propuesta del plan en correspondencia al entorno internacional post Covid.
Currently, there is a scenario of uncertainty for world tourism and Cuba is not exempt from it. The COVID-19 pandemic hits every corner of the planet, causing a global health and economic crisis. Therefore, it is necessary to draw up new management strategies to reverse this situation. Precisely, the Marketing Plan constitutes an essential work tool for the management of commercialization in the hotel industry because it allows, from the efficient use of the available resources, to be properly oriented towards the client, and to insert and maintain the position in the market in a competitive way, which favors the results of the entity. The present research pursues the general objective of preparing the Marketing Plan of the Hanabanilla Hotel for the period 2021-2025, which facilitates the fulfillment of strategic and specific commercial actions to continue amidst the current complex tourist scenario. In the consulted bibliography, several procedures were found for the elaboration of marketing plans and it was decided to use the one proposed by Westwood (2016). For its development, methods of the theoretical level were used, such as analytical-synthetic, inductive-deductive, historical-logical and dialectical-materialistic; and from the empirical level, unstructured interviews, consultation with specialists and group work. The results of the study made it possible to summarize the state of the art regarding the role of marketing for hotels, the diagnosis of the commercial management of the Hanabanilla Hotel and the proposal of the plan in correspondence to the post-COVID international environment.
Currently, there is a scenario of uncertainty for world tourism and Cuba is not exempt from it. The COVID-19 pandemic hits every corner of the planet, causing a global health and economic crisis. Therefore, it is necessary to draw up new management strategies to reverse this situation. Precisely, the Marketing Plan constitutes an essential work tool for the management of commercialization in the hotel industry because it allows, from the efficient use of the available resources, to be properly oriented towards the client, and to insert and maintain the position in the market in a competitive way, which favors the results of the entity. The present research pursues the general objective of preparing the Marketing Plan of the Hanabanilla Hotel for the period 2021-2025, which facilitates the fulfillment of strategic and specific commercial actions to continue amidst the current complex tourist scenario. In the consulted bibliography, several procedures were found for the elaboration of marketing plans and it was decided to use the one proposed by Westwood (2016). For its development, methods of the theoretical level were used, such as analytical-synthetic, inductive-deductive, historical-logical and dialectical-materialistic; and from the empirical level, unstructured interviews, consultation with specialists and group work. The results of the study made it possible to summarize the state of the art regarding the role of marketing for hotels, the diagnosis of the commercial management of the Hanabanilla Hotel and the proposal of the plan in correspondence to the post-COVID international environment.
Descripción
Palabras clave
Turismo, Turismo mundial, Plan de marketing, Gestión comercial