Procedimiento para la utilización de la imagen como recurso estratégico en la dirección de instituciones hoteleras en Cuba
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Fecha
2012-06-24
Autores
Revilla Chaviano, Alejandro
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Editor
Universidad Central "Marta Abreu" de la Villas
Resumen
La industria turística enfrenta hoy nuevos retos, esto conlleva a la necesidad de reinventar la gestión empresarial, utilizando para ello variables determinantes en el sector, como la imagen. Por otra parte es necesario considerar que un análisis organizacional identifica a la identidad de una institución como aquello que permita distinguir de modo singular a la misma y hacerla diferente de las demás. La identidad constituye la base estructural para el constructo imagen, pues este resulta la proyección de las características de la entidad. En un enfoque al cliente se debe trabajar estratégicamente con la imagen, pues se entiende como el resultado de la interacción de experiencias, expresiones, creencias, sentimientos e informaciones, que posee el público sobre una instalación en particular. El presente trabajo de investigación titulado “Procedimiento para la utilización de la imagen como recurso estratégico en la dirección de instituciones hoteleras en Cuba” persigue establecer las bases metodológicas que permitan utilizar la imagen como recurso estratégico para el logro de la eficacia en la gestión de instituciones hoteleras de Cuba. El mismo permitirá reducir la brecha entre lo que brinda el oferente y lo que desea el demandante, reflejándose en los problemas actuales que presentan las empresas cubanas del sector y que se evidencian en su falta de orientación hacia la competitividad y el mercado. Para ello, el procedimiento propone el empleo de la combinación oportuna de técnicas cualitativas y cuantitativas. Derivado de la investigación se ofrece la validación de una escala de medida para la identidad e imagen de hoteles tres estrellas en Cuba así como del procedimiento propuesto, a través de la opinión de expertos.
The tourist industry he confronts today new challenges, this he bears to reinvent the steps entrepreneurial need, utilizing for it determining variables in the sector, as the image. On the other hand he is necessary considering that an analysis organization identifies to the identity of an institution as that that he permit telling from the same one singular mode and to make her different of them besides. The identity he constitutes the structural base for the construct image, because this proves to be the projection of the characteristics of the entity. It happens to me that it must be worked up strategically with the image, because he gets along well as the result of the interaction of experiences, expressions, beliefs, sentiments and reports, that possesses the public envelope an installation in particular in a focus to the customer. The present fact-finding work once was named Procedure for the utilization of the image as strategic resource in the direction of institutions Cuba's hotelkeepers he chases establishing the bases metodologicases that they permit utilizing the image as strategic resource for the achievement of the efficacy in institutions's steps Cuba's hotelkeepers. He will permit the same one to shorten the breach that he offers the offerer among and the one that the plaintiff desires, reflecting in the present problems that the companies present the sector's Cubans and that evidence themselves in his orientation lack toward the competitiveness and the market in. For it, the procedure proposes the job of the opportune qualitative and quantitative techniques combination. Once was derived he offers the validation of a measure scale for the identity and image of hotels three stars in Cuba of the investigation thus I eat of the procedure once was proposed, through experts's opinion.
The tourist industry he confronts today new challenges, this he bears to reinvent the steps entrepreneurial need, utilizing for it determining variables in the sector, as the image. On the other hand he is necessary considering that an analysis organization identifies to the identity of an institution as that that he permit telling from the same one singular mode and to make her different of them besides. The identity he constitutes the structural base for the construct image, because this proves to be the projection of the characteristics of the entity. It happens to me that it must be worked up strategically with the image, because he gets along well as the result of the interaction of experiences, expressions, beliefs, sentiments and reports, that possesses the public envelope an installation in particular in a focus to the customer. The present fact-finding work once was named Procedure for the utilization of the image as strategic resource in the direction of institutions Cuba's hotelkeepers he chases establishing the bases metodologicases that they permit utilizing the image as strategic resource for the achievement of the efficacy in institutions's steps Cuba's hotelkeepers. He will permit the same one to shorten the breach that he offers the offerer among and the one that the plaintiff desires, reflecting in the present problems that the companies present the sector's Cubans and that evidence themselves in his orientation lack toward the competitiveness and the market in. For it, the procedure proposes the job of the opportune qualitative and quantitative techniques combination. Once was derived he offers the validation of a measure scale for the identity and image of hotels three stars in Cuba of the investigation thus I eat of the procedure once was proposed, through experts's opinion.
Descripción
Palabras clave
Industria Hotelera, Turismo, Imagen