Estrategia para la gestión de las relaciones públicas en el Hotel Club Amigo Ancón
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Fecha
2016-06-26
Autores
Romero Hernández, Magbis
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Editor
Universidad Central "Marta Abreu" de la Villas
Resumen
Las Relaciones Públicas (RR.PP) son una herramienta valiosa en cualquier empresa independientemente del sector al que pertenezca sin embargo en el caso del Turismo, y específicamente en el renglón hotelero, adquiere una connotación mayor porque de la buena imagen que sea capaz de ganarse una instalación turística frente a sus públicos dependerá en gran medida el alcance de mejores resultados en varios campos de su gestión. Sin embargo, en algunas empresas y entidades turísticas, no existe hoy una función efectiva de gestión en el ámbito de las RR.PP, capaz de generar valor para el desarrollo de su propia identidad empresarial, como resumen y expresión de lo que son y de lo que quieren ser en su relación con los clientes, tal es el caso del Hotel Club Amigo Ancón. Por lo que esta investigación tiene como objetivo el diseño de una estrategia para la gestión de las RR.PP para dicha entidad a partir de la aplicación del procedimiento para la Gestión integrada de las Relaciones Públicas en hoteles, diseñado por Prieto (2012), lo cual permitirá solucionar los problemas existentes relacionados con este tema en la organización y, satisfacer las principales necesidades comunicativas a través de un perfeccionamiento en el funcionamiento de la actividad.
Public Relations (PR) are a valuable tool in any company regardless of the sector to which it belongs to however in the case of tourism, and specifically in the hotel line, acquires greater connotation because of the good image that is capable of winning a tourist facility in front of their publics will largely depend on the scope of better results in various fields of management. However, in some companies and tourism entities, there is now an effective management function in the field of PR, capable of generating value for the development of its own corporate identity and expression as a summary of what they are and they want to be in their relationship with customers, as in the case of the Hotel Club Amigo Ancon. So this research aims to design a strategy for managing the PR for that entity from the application of the procedure for the Integrated Management of Public Relations in hotels, designed by Prieto (2012), which will solve the problems related to this issue in the organization and meet the main communication needs through an improvement in the operation of the activity.
Public Relations (PR) are a valuable tool in any company regardless of the sector to which it belongs to however in the case of tourism, and specifically in the hotel line, acquires greater connotation because of the good image that is capable of winning a tourist facility in front of their publics will largely depend on the scope of better results in various fields of management. However, in some companies and tourism entities, there is now an effective management function in the field of PR, capable of generating value for the development of its own corporate identity and expression as a summary of what they are and they want to be in their relationship with customers, as in the case of the Hotel Club Amigo Ancon. So this research aims to design a strategy for managing the PR for that entity from the application of the procedure for the Integrated Management of Public Relations in hotels, designed by Prieto (2012), which will solve the problems related to this issue in the organization and meet the main communication needs through an improvement in the operation of the activity.
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Palabras clave
Comunicación Institucional, Actividad Turística, Hotelería, Hotel Club Amigo Ancón