Estrategia de comunicación 2014-206 de la empresa hotel Los Caneyes
Fecha
2013-06-24
Autores
Pérez de Morales Delgado, Adrian
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
El presente trabajo de diploma aborda el tema de la comunicación como requisito
indispensable para el éxito empresarial y propone el diseño de la Estrategia de
Comunicación de la Empresa Hotel Los Caneyes de la provincia Villa Clara, perteneciente al Grupo Cubanacán del Ministerio de Turismo, con el objetivo de mejorar su Sistema de Dirección y Gestión Empresarial y por ende, beneficiar la gestión interna de los recursos humanos, las relaciones con los públicos y la integración con el entorno. Se partió de un diagnóstico previo de la gestión de la comunicación en las entidades pertenecientes a dicha empresa y los resultados devienen de la aplicación de disímiles técnicas de recopilación de información, tales como: análisis documental, encuestas, la observación participante y la entrevista en profundidad que permitieron corroborar que, si bien existen factores que favorecen la comunicación dentro y fuera de la empresa, esta se ve limitada por la inexistencia de una estrategia de comunicación que se adapte a las condiciones propias de la empresa así como de acciones y procedimientos para la interrelación planificada y estratégica de esta importante variable organizacional. Para la elaboración de la estrategia se utiliza un procedimiento diseñado por profesores del
Centro de Estudios Turísticos de la Universidad Central “Marta Abreu” de Las Villas.
The present diploma paper approaches the topic of the communication as an indispensable requirement for the managerial success and it proposes the design of the Strategy of Communication of the Company Hotel Los Caneyes of the province Villa Clara, belonging to the Cubanacan Group of the Ministry of Tourism, with the objective of improving its System of Direction and Managerial Administration and also, to benefit the internal administration of the human resources, the relationships with the publics and the integration with the environment. It has been carried out a previous diagnosis of the current state of the administration of the communication in the entities belonging to this company, the results come because of the application of several statistical techniques, such as documental analysis, surveys, interviews and the deep participant observation that allowed to corroborate that, although factors that favor the communication exist inside and outside of the company, this it is limited by the nonexistence of a communication strategy that adapts to the own conditions of the company as well as of actions and procedures for the planned and strategic interrelation of this important organizational variable. For the elaboration of the strategy is used a procedure designed by professors of the Center of Touristiques Studies of the Central University "Marta Abreu" of Las Villas.
The present diploma paper approaches the topic of the communication as an indispensable requirement for the managerial success and it proposes the design of the Strategy of Communication of the Company Hotel Los Caneyes of the province Villa Clara, belonging to the Cubanacan Group of the Ministry of Tourism, with the objective of improving its System of Direction and Managerial Administration and also, to benefit the internal administration of the human resources, the relationships with the publics and the integration with the environment. It has been carried out a previous diagnosis of the current state of the administration of the communication in the entities belonging to this company, the results come because of the application of several statistical techniques, such as documental analysis, surveys, interviews and the deep participant observation that allowed to corroborate that, although factors that favor the communication exist inside and outside of the company, this it is limited by the nonexistence of a communication strategy that adapts to the own conditions of the company as well as of actions and procedures for the planned and strategic interrelation of this important organizational variable. For the elaboration of the strategy is used a procedure designed by professors of the Center of Touristiques Studies of the Central University "Marta Abreu" of Las Villas.
Descripción
Palabras clave
Estrategias de Comunicación, Comunicación Corporativa, Hotel “Los Caneyes"