La imagen como variable estratégica en la gestión del `` Hotel del Rijo´´ en Sancti Spíritus
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Fecha
2013-06-24
Autores
Rendón Albalat, Arianna
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Universidad Central "Marta Abreu" de la Villas
Resumen
En un sector tan competitivo como el turismo donde los destinos y hoteles compiten
fundamentalmente sobre la base de su imagen percibida para poder alcanzar una
posición sólida, se requiere del desarrollo de una imagen positiva en los mercados
objetivos. El trabajo titulado: “La imagen como variable estratégica en la gestión del
Hotel del Rijo en Sancti Spíritus” comienza con un análisis del sector turístico y sus
componentes, luego aborda aspectos conceptuales sobre la imagen, que permiten
una correcta interpretación para su medición, su relación con la identidad y otras
variables y su papel en la dirección estratégica. Se analizan las metodologías
referenciadas para medir imagen e identidad de empresas derivando una propuesta
de procedimiento que permitirá conocer las percepciones de la demanda, para en
base a estas, tomar decisiones más acertadas en la gestión de los servicios
hoteleros. Por último se desarrolla la investigación de mercado, para medir la
imagen e identidad del Hotel del Rijo como soporte a la gestión estratégica de este.
Además se hace posible detectar puntos fuertes y débiles a tener en cuenta por
parte de la dirección del hotel en su proyección estratégica. El objetivo de este
estudio es aplicar un procedimiento que permita la utilización de la imagen como
soporte estratégico en la gestión del Hotel del Rijo. Para la aplicación del
procedimiento se combinan técnicas cuantitativas y cualitativas de investigación. Los
datos obtenidos se procesan con el paquete estadístico SPSS versión 20.0 para
Windows y se analizan considerando elementos de la estadística descriptiva e
inferencial.
In such a competitive sphere like tourism, where destinations contend fundamentally on the base of their perceived image to reach a solid competitive position, building a positive representation in the target market is of the essence. The research entitled: "The image as a strategic variable in the management of the Hotel del Rijo in Sancti Spíritus” begins with an analysis of the tourist sector and its components, then it approaches conceptual aspects of the image that allow a correct interpretation for its measurement, its relationship with other variables and its role in the strategic direction. The indexed methodologies are analyzed to measure the image of some companies, obtaining a proposal that will allow knowing the perceptions of the demand, and, based on these, making the correct decisions in the administration of the hotel services. Finally, the market investigation is developed, to measure the identity and image of the Hotel del Rijo, as a support to its strategic administration. It enables also the possibility to detect the strong and weak aspects to keep in mind by the hotel’s managing board. The objective of this study is to apply a procedure that allows using the image as a strategic support in the administration of the Hotel del Rijo. For the application of the procedure, quantitative and qualitative techniques are applied, by means of personal surveys, direct observation, in depth interviews as well as the documental revision. The obtained data are processed with the statistical package SPSS 20.0 version for Windows, which are analyzed taking account elements of the descriptive statistics.
In such a competitive sphere like tourism, where destinations contend fundamentally on the base of their perceived image to reach a solid competitive position, building a positive representation in the target market is of the essence. The research entitled: "The image as a strategic variable in the management of the Hotel del Rijo in Sancti Spíritus” begins with an analysis of the tourist sector and its components, then it approaches conceptual aspects of the image that allow a correct interpretation for its measurement, its relationship with other variables and its role in the strategic direction. The indexed methodologies are analyzed to measure the image of some companies, obtaining a proposal that will allow knowing the perceptions of the demand, and, based on these, making the correct decisions in the administration of the hotel services. Finally, the market investigation is developed, to measure the identity and image of the Hotel del Rijo, as a support to its strategic administration. It enables also the possibility to detect the strong and weak aspects to keep in mind by the hotel’s managing board. The objective of this study is to apply a procedure that allows using the image as a strategic support in the administration of the Hotel del Rijo. For the application of the procedure, quantitative and qualitative techniques are applied, by means of personal surveys, direct observation, in depth interviews as well as the documental revision. The obtained data are processed with the statistical package SPSS 20.0 version for Windows, which are analyzed taking account elements of the descriptive statistics.
Descripción
Palabras clave
Imagen, Gestión, Turismo