Estrategia de comunicación 2014-2016 para la Agencia de Viajes Cubatur Villa Clara
Fecha
2014-06-24
Autores
Muñoz Hernández, Vivian
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La gestión de la comunicación constituye actualmente una ventaja competitiva y un factor determinante para las empresas turísticas que deseen mantener relaciones duraderas con sus públicos y alcanzar el éxito en su negocio. Por ello, el objetivo de la presente investigación es diseñar la estrategia de comunicación de la Agencia de Viajes Cubatur Villa Clara a fin de contribuir a mejorar su gestión interna, así como su integración armónica con el entorno. Dicha investigación parte de un diagnóstico previo de la gestión de la comunicación en la agencia, donde se aplicaron varios instrumentos de recopilación de información como: encuestas, entrevistas semi-estructuradas, observación no participante y la revisión documental. Los resultados obtenidos en el diagnóstico corroboraron que la gestión empresarial de la entidad se ve limitada por la inexistencia de una estrategia de comunicación y las principales deficiencias detectadas orientaron el accionar de las actividades propuestas. El rigor científico de la investigación resulta garantizado como consecuencia de la aplicación de los procedimientos de (Sacerio y Martínez 2006 y 2008) para el desarrollo del diagnóstico y diseño de la estrategia de comunicación. Como resultado fundamental se provee a la agencia de un instrumento de gestión estratégico que procura la coordinación, dirección y control de los procesos comunicativos, contribuyendo a mantener la notoriedad de su marca a partir del mejoramiento de su identidad corporativa.
Nowadays the management of the communication is a competitive advantage and influential factor for tourist companies that want to keep durable relationships with the audience and to reach success in the business. For it, the aim of this investigation is to design the strategy of communication in the Travel Agency Cubatur Villa Clara in order to contribute to improve its internal communication, as well as its harmonic integration in the environment. This investigation starts with a previous diagnosis of the current state of the management of the communication in the agency where several statistical tests were applied such as: surveys, structured interviews, non-participant observation and documental review. The obtained results in the diagnosis confirmed that the management of the travel agency is limited by the lack of a strategy of communication and the main detected deficiencies guided the working of the proposed activities. The scientific rigor is guaranteed as consequence of the application of the procedures of (Sacerio & Martinez 2006 & 2008) for the development of the diagnosis and the design of the communication strategy. As a main achievement, an strategic management instrument is provided to the travel agency that offers coordination, direction and control of communication processes, contributing to maintain the recognition of their mark starting from the improvement of their corporate identity.
Nowadays the management of the communication is a competitive advantage and influential factor for tourist companies that want to keep durable relationships with the audience and to reach success in the business. For it, the aim of this investigation is to design the strategy of communication in the Travel Agency Cubatur Villa Clara in order to contribute to improve its internal communication, as well as its harmonic integration in the environment. This investigation starts with a previous diagnosis of the current state of the management of the communication in the agency where several statistical tests were applied such as: surveys, structured interviews, non-participant observation and documental review. The obtained results in the diagnosis confirmed that the management of the travel agency is limited by the lack of a strategy of communication and the main detected deficiencies guided the working of the proposed activities. The scientific rigor is guaranteed as consequence of the application of the procedures of (Sacerio & Martinez 2006 & 2008) for the development of the diagnosis and the design of the communication strategy. As a main achievement, an strategic management instrument is provided to the travel agency that offers coordination, direction and control of communication processes, contributing to maintain the recognition of their mark starting from the improvement of their corporate identity.
Descripción
Palabras clave
Gestión Comunicacional, Comunicación Corporativa, Agencia de Viajes Cubatur Villa Clara