Plan estratégico alineado para mejorar el desempeño organizacional del complejo Santa Rosalía.
Fecha
2021-12
Autores
García Martínez, Jessica Liset
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
En el sector turístico cubano la presencia de espacios complementarios desempeña un papel fundamental, pues brindan servicios que complementan la oferta en el destino. En este sentido, la Empresa Extrahotelera Palmares S.A. ofrece al turismo nacional e internacional servicios gastronómicos y recreativos. El Complejo Santa Rosalía, perteneciente a la Sucursal Palmares Villa Clara, constituye el espacio ideal para el disfrute de un exquisito arte culinario y de una amplia programación cultural. A modo de aprovechar las fortalezas que presenta dicha entidad, se necesita contar con una herramienta que garantice una adecuada planificación y asegure la toma de decisiones; a través de objetivos, estrategias y acciones enfocadas en las variables de gestión empresarial. Por lo cual, el objetivo general de la presente investigación es: Diseñar un plan estratégico alineado para mejorar el desempeño organizacional del Complejo Santa Rosalía perteneciente a la Sucursal Palmares Villa Calara. Para ello se utilizó el procedimiento de Martínez (2018), ya que ha sido concebido para estudios turísticos, incluye etapas pertinentes, es actualizado y ha sido aplicado con resultados favorables en entidades turísticas extrahoteleras cubanas. El principal resultado de la investigación consiste en la obtención de una herramienta esencial para garantizar la gestión empresarial del Complejo Santa Rosalía. De este modo, se contribuye a contrarrestar los efectos de un posible declive del producto que ofrece, aumentar el volumen de ventas y elevar la rentabilidad de la Sucursal. Para ello fueron empleados métodos y técnicas, como, el análisis y síntesis, la entrevista no estructurada y la matriz DAFO, el análisis documental y la observación directa.
In the Cuban tourism sector, the presence of complementary spaces plays a fundamental role, since they provide services that complement the offer in the destination. In this sense, the Empresa Extrahotelera Palmares S.A. offers national and international tourism gastronomic and recreational services. The Santa Rosalía Complex, belonging to the Palmares Villa Clara Branch, is the ideal space to enjoy exquisite culinary art and a wide cultural program. In order to take advantage of the strengths that this entity presents, it is necessary to have a tool that guarantees adequate planning and ensures decision-making; through objectives, strategies and actions focused on business management variables. Therefore, the general objective of this research is: Design an aligned strategic plan to improve the organizational performance of the Santa Rosalía Complex belonging to the Palmares Villa Calara Branch. For this, the procedure of Martínez (2018) was used, since it has been conceived for tourism studies, includes relevant stages, is updated and has been applied with favorable results in Cuban non-hotel tourism entities. The main result of the investigation consists in obtaining an essential tool to guarantee the business management of the Santa Rosalía Complex. In this way, it contributes to offsetting the effects of a possible decline in the product it offers, increasing the volume of sales and raising the Branch's profitability. For this, methods and techniques were used, such as analysis and synthesis, unstructured interview and SWOT matrix, documentary analysis and direct observation.
In the Cuban tourism sector, the presence of complementary spaces plays a fundamental role, since they provide services that complement the offer in the destination. In this sense, the Empresa Extrahotelera Palmares S.A. offers national and international tourism gastronomic and recreational services. The Santa Rosalía Complex, belonging to the Palmares Villa Clara Branch, is the ideal space to enjoy exquisite culinary art and a wide cultural program. In order to take advantage of the strengths that this entity presents, it is necessary to have a tool that guarantees adequate planning and ensures decision-making; through objectives, strategies and actions focused on business management variables. Therefore, the general objective of this research is: Design an aligned strategic plan to improve the organizational performance of the Santa Rosalía Complex belonging to the Palmares Villa Calara Branch. For this, the procedure of Martínez (2018) was used, since it has been conceived for tourism studies, includes relevant stages, is updated and has been applied with favorable results in Cuban non-hotel tourism entities. The main result of the investigation consists in obtaining an essential tool to guarantee the business management of the Santa Rosalía Complex. In this way, it contributes to offsetting the effects of a possible decline in the product it offers, increasing the volume of sales and raising the Branch's profitability. For this, methods and techniques were used, such as analysis and synthesis, unstructured interview and SWOT matrix, documentary analysis and direct observation.
Descripción
Palabras clave
Turismo, Sector turístico, Turismo nacional, Gestión empresarial