Improvement in Hotel Image from a Strategic Planning Standpoint

Abstract

Hotel appearance in Cuba was evaluated through strategic planning to fill the theoretical and methodological gaps in hotel management. To achieve that purpose, several theoretical and empirical research methods were applied. This study contributed with a concept model that explains the way the image of a hotel is determined by subjective and objective factors from a strategic planning viewpoint. Another accomplishment was that the procedure recommended called for a change of paradigm of internal and external evaluation to achieve the desired appearance. Determining the strategic course would include the customers’ and employees’ perspectives, which allows for more coherent image building strategies. The application of this procedure in eight study cases, considering expert criteria, made possible the scientific corroboration that image evaluation made through strategic planning of hotels in Cuba can have a positive effect on creating the desired image.