Estrategia de comunicación organizacional para el Hotel Horizontes La Granjita (2015-2016)
Fecha
2014-06-24
Autores
Dos Santos Lima Da Costa, Samnio
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
El presente trabajo de diploma se centra en el tema de la comunicación organizacional y propone el diseño de la Estrategia de Comunicación Organizacional del Hotel Horizontes “La Granjita” de la Empresa Hotel “Los Caneyes” de la provincia Villa Clara, con el objetivo de perfeccionar su sistema de comunicación y así, potenciar las relaciones con los públicos y la integración con el entorno. Se partió de un diagnóstico de la gestión de la comunicación en la entidad y el estudio de los documentos rectores pertenecientes a la empresa y los resultados devienen de la aplicación de diferentes técnicas de recopilación de información, tales como: análisis documental, encuestas, la observación participante y la entrevista que permitieron corroborar que, si bien existen factores que favorecen la comunicación dentro y fuera de la entidad, esta se ve limitada por la inexistencia de una Estrategia de Comunicación Organizacional que se adapte a las condiciones propias del Hotel Horizontes “La Granjita”. Para la elaboración de la estrategia se utiliza el procedimiento diseñado por (Sacerio y Martínez, 2008) del Departamento de Turismo de la Universidad “Marta Abreu” de las Villas.
The present diploma paper is centered on the topic of promotional communication and it proposes the design of a Promotional Communication Strategy for “La Granjita” Horizontes Hotel in Villa Clara province, belonging to Cubanacan Group of the Ministry of Tourism, with the objective of improving the Communication System and also, to benefit the relationship with the publics and the integration with the environment. It has been carried out a previous diagnosis of the current state of communication in the entity. The results come because of the application of several techniques, such as documental analysis, surveys, interviews and the participant observation that allowed to corroborate that, although the factors that favor the communication that exist inside and outside of the company, it is limited by the nonexistence of a Promotional Communication Strategy that adapts to the own conditions of “La Granjita” Horizontes Hotel. The procedure used for the elaboration of the strategy was designed by (Sacerio y Martínez, 2008) from the Department of Tourism on “Marta Abreu” Las Villas University.
The present diploma paper is centered on the topic of promotional communication and it proposes the design of a Promotional Communication Strategy for “La Granjita” Horizontes Hotel in Villa Clara province, belonging to Cubanacan Group of the Ministry of Tourism, with the objective of improving the Communication System and also, to benefit the relationship with the publics and the integration with the environment. It has been carried out a previous diagnosis of the current state of communication in the entity. The results come because of the application of several techniques, such as documental analysis, surveys, interviews and the participant observation that allowed to corroborate that, although the factors that favor the communication that exist inside and outside of the company, it is limited by the nonexistence of a Promotional Communication Strategy that adapts to the own conditions of “La Granjita” Horizontes Hotel. The procedure used for the elaboration of the strategy was designed by (Sacerio y Martínez, 2008) from the Department of Tourism on “Marta Abreu” Las Villas University.
Descripción
Palabras clave
Estrategias de Comunicación, Comunicación Organizacional