La imagen como variable estratégica en la gestión del hotel “Las Cuevas”
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Fecha
2012-06-24
Autores
Arriola Arias, Dileymis Barbara
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Editor
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 competitiva sólida, se requiere del desarrollo de una imagen positiva en los mercados objetivos .El trabajo titulado la imagen como variable estratégica para la gestión eficaz del hotel Las Cuevas aborda en primer lugar un análisis del sector turístico y luego aspectos conceptuales sobre la imagen, dada la importancia que presenta este estudio en instalaciones hoteleras, la relación con otras variables y su papel en la dirección estratégica, así como algunas metodologías usadas en la medición de la misma. Se hace referencia al procedimiento a aplicar para la medición de identidad y la imagen. Por último se desarrolla la investigación de mercado, para medir la identidad e imagen del hotel Las Cuevas 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. El objetivo de este estudio es aplicar un procedimiento que permita la utilización de la imagen como soporte estratégico en la gestión del hotel Las Cuevas. Para la aplicación del procedimiento se emplean técnicas cualitativa y cuantitativas, efectuado mediante encuestas personales, observación directa ,entrevista a profundidad así como la revisión documental. Los datos obtenidos se procesan con el paquete estadístico SPSS versión 13 para Windows y se analizan considerando elementos de la estadística descriptiva.
In a sector such competitive as tourism where destinies and hotels compete fundamentally based on the image perceived to get a solid competitive position, a positive image is required in the objective markets. The titled work the image as a strategic variable to the efficient management of the Hotel Las Cuevas it tackles in first place an analysis of the tourist sector and then conceptual aspects about the image, do it to the importance that represents this work in the hotel installations, the relation with other variables and its paper in the strategic management, just like some methodologies used in the measure of the same one. It makes reference to the procedure to apply for the measure of image and identity. At last the market research is developed, to measure the identity and image of the Hotel Las Cuevas as support to the strategic move of this one. It is also possible to detect strong and weak points to take into account for the hotel management. The objective of this work is to apply a procedure that allows us the image use as strategic support in the gesture of the Hotel Las Cuevas. To the procedure application quantitative and qualitative techniques were applies do it by means of personal survey, direct observation, deep interview just like documents checking. The obtained information is processed with the statistic package SPSS version 13 for windows and they are analyzed considering elements of the statistic descriptive.
In a sector such competitive as tourism where destinies and hotels compete fundamentally based on the image perceived to get a solid competitive position, a positive image is required in the objective markets. The titled work the image as a strategic variable to the efficient management of the Hotel Las Cuevas it tackles in first place an analysis of the tourist sector and then conceptual aspects about the image, do it to the importance that represents this work in the hotel installations, the relation with other variables and its paper in the strategic management, just like some methodologies used in the measure of the same one. It makes reference to the procedure to apply for the measure of image and identity. At last the market research is developed, to measure the identity and image of the Hotel Las Cuevas as support to the strategic move of this one. It is also possible to detect strong and weak points to take into account for the hotel management. The objective of this work is to apply a procedure that allows us the image use as strategic support in the gesture of the Hotel Las Cuevas. To the procedure application quantitative and qualitative techniques were applies do it by means of personal survey, direct observation, deep interview just like documents checking. The obtained information is processed with the statistic package SPSS version 13 for windows and they are analyzed considering elements of the statistic descriptive.
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Palabras clave
Imagen, Gestión