Plan estratégico del Mega Hotel Starfish Cayo Santa María para el periodo 2017-2020
Fecha
2017-06-15
Autores
Hernández Lukach, Alexei
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación aborda el diseño de la planeación estratégica empresarial del Hotel Starfish Cayo Santa María, aplicada a mega hoteles de playa, categoría cuatro estrellas plus, vinculados a la modalidad de turismo de sol y playa todo incluido en correspondencia con lo establecido en las disposiciones sobre el Sistema de Dirección y Gestión Empresarial Cubano. Tiene como objetivos principales realizar una investigación bibliográfica, la cual posibilitó la comprensión de los conceptos y procedimientos sobre planificación estratégica y las características y tendencias de la empresa hotelera. Además, diagnosticar la situación actual de la planeación estratégica de la instalación mediante el procedimiento elaborado por profesores del Centro de Estudios Turísticos de la Universidad Central de Las Villas Moya et al. (2009), apoyado en el análisis situacional DAFO y la proyección de escenarios utilizando técnicas como entrevistas estructuradas, la 6-3-5 y tormenta de ideas, además, se llevaron a cabo estrategias con repercusión en todo el hotel, permitiendo identificar donde están las amenazas y debilidades, sus fortalezas y oportunidades. Como objetivo tercero de la presente investigación se desarrolló el Plan Estratégico mediante la aplicación del procedimiento de García (2009) para el Hotel Starfish Cayo Santa María ya que le atribuye una serie de beneficios que conllevan a la eficiencia y la eficacia con el fin de alcanzar los objetivos propuestos para el 2020. El principal resultado obtenido se corresponde con la delineación del plan estratégico para su posterior implementación, tomando como punto de partida los resultados del Diagnóstico Estratégico.
The present research deals with the design of the strategic business planning of the Hotel Starfish Cayo Santa Maria, applied to mega beach hotels, category four stars plus, linked to the modality of sun and beach tourism all included in accordance with the provisions of the Cuban Business Management and Management System. It has as main objectives to carry out a bibliographical research, which made possible the understanding of the concepts and procedures on strategic planning and the characteristics and tendencies of the hotel company. In addition, to diagnose the current situation of the strategic planning of the installation through the procedure elaborated by professors of the Center of Tourist Studies of the Central University of Las Villas Moya et al., (2009), supported in the situational analysis of the SWOT and the projection of scenarios using techniques such as structured interviews, the 6-3-5 and brainstorming, in addition, strategies were carried out with repercussion throughout the hotel, allowing to identify where the threats and weaknesses, their strengths and opportunities. As a third objective of the present research, the Strategic Plan was developed through the application of the García (2009) procedure for the Starfish Cayo Santa María Hotel as it attributes a series of benefits that lead to efficiency and effectiveness in order to achieve the objectives proposed for 2020. The main result obtained corresponds to the delineation of the strategic plan for its subsequent implementation, taking as a starting point the results of the Strategic Diagnosis.
The present research deals with the design of the strategic business planning of the Hotel Starfish Cayo Santa Maria, applied to mega beach hotels, category four stars plus, linked to the modality of sun and beach tourism all included in accordance with the provisions of the Cuban Business Management and Management System. It has as main objectives to carry out a bibliographical research, which made possible the understanding of the concepts and procedures on strategic planning and the characteristics and tendencies of the hotel company. In addition, to diagnose the current situation of the strategic planning of the installation through the procedure elaborated by professors of the Center of Tourist Studies of the Central University of Las Villas Moya et al., (2009), supported in the situational analysis of the SWOT and the projection of scenarios using techniques such as structured interviews, the 6-3-5 and brainstorming, in addition, strategies were carried out with repercussion throughout the hotel, allowing to identify where the threats and weaknesses, their strengths and opportunities. As a third objective of the present research, the Strategic Plan was developed through the application of the García (2009) procedure for the Starfish Cayo Santa María Hotel as it attributes a series of benefits that lead to efficiency and effectiveness in order to achieve the objectives proposed for 2020. The main result obtained corresponds to the delineation of the strategic plan for its subsequent implementation, taking as a starting point the results of the Strategic Diagnosis.
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Empresa Hotelera, Turismo de Sol y Playa