Estrategia de comunicación promocional en la agencia de viajes Havanatur Villa Clara.
Fecha
2021-11
Autores
Solís Pérez, Kenia María
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La comunicación promocional constituye una herramienta fundamental para las diferentes organizaciones turísticas, proporcionando ventajas competitivas y un factor determinante para las empresas que deseen mantener relaciones duraderas con sus públicos y alcanzar el éxito en su gestión. Es por ello que la presente investigación tiene como objetivo diseñar una estrategia de comunicación promocional, partiendo del diagnóstico precedente sobre el estado de esta, en la agencia de viajes Havanatur Villa Clara, debido a la creciente necesidad de emitir eficaces mensajes promocionales para los diferentes segmentos de mercados del área tanto nacional como internacional y de esa forma favorecer su posicionamiento. Como resultado de la investigación se realiza el diagnóstico de la comunicación promocional en la entidad y se obtiene la estrategia de comunicación promocional en la agencia de viajes Havanatur Villa Clara, utilizando un procedimiento científicamente aprobado, diseñado por los profesores del Centro de Estudios Turísticos de la Universidad Central “Marta Abreu” de Las Villas, la MSc. Edanys Sacerio y el Dr.C. Carlos Martínez en el año 2008. La estrategia resultante favorece la relación con sus públicos externos, contribuye al desarrollo de los lazos de la organización y propicia el perfeccionamiento del desempeño organizacional y las expectativas implícitas de integración como respuesta a las actuales tendencias de la gestión en el mundo. Los principales métodos y técnicas utilizados fueron la inducción-deducción, el análisis y la síntesis, técnicas de recolección de datos como las entrevistas no estructuradas y la observación.
Promotional communication is a fundamental tool for different tourism organizations, it provides competitive advantages and a determining factor for companies that wish to maintain long-lasting relationships with their audiences and achieve success in their management. That is why the present research aims to design a promotional communication strategy, based on the previous diagnosis on the state of this, in the Havanatur Villa Clara travel agency, due to the growing need to emit effective promotional messages for the different market segments of the area both nationally and internationally and thus favor its positioning. As a result of the investigation, the diagnosis of promotional communication in the entity is carried out and the promotional communication strategy is obtained in the Havanatur Villa Clara travel agency. Using a scientifically approved procedure, designed by the professors of the Center for Tourism Studies of the Central University "Marta Abreu" de Las Villas, MSc. Edanys Sacerio and Dr.C. Carlos Martínez in 2008. The strategy turns out to favor the relationship with its external audiences, contributes to the development of the ties of the organization and favors the improvement of the organizational performance and the implicit expectations of integration as a response to the current tendencies of the management in the world. The main methods and techniques used were induction-deduction, analysis and synthesis, data collection techniques such as unstructured interviews and observation.
Promotional communication is a fundamental tool for different tourism organizations, it provides competitive advantages and a determining factor for companies that wish to maintain long-lasting relationships with their audiences and achieve success in their management. That is why the present research aims to design a promotional communication strategy, based on the previous diagnosis on the state of this, in the Havanatur Villa Clara travel agency, due to the growing need to emit effective promotional messages for the different market segments of the area both nationally and internationally and thus favor its positioning. As a result of the investigation, the diagnosis of promotional communication in the entity is carried out and the promotional communication strategy is obtained in the Havanatur Villa Clara travel agency. Using a scientifically approved procedure, designed by the professors of the Center for Tourism Studies of the Central University "Marta Abreu" de Las Villas, MSc. Edanys Sacerio and Dr.C. Carlos Martínez in 2008. The strategy turns out to favor the relationship with its external audiences, contributes to the development of the ties of the organization and favors the improvement of the organizational performance and the implicit expectations of integration as a response to the current tendencies of the management in the world. The main methods and techniques used were induction-deduction, analysis and synthesis, data collection techniques such as unstructured interviews and observation.
Descripción
Palabras clave
Turismo, Organizaciones turísticas, Agencia de viajes, Comunicación promocional