EL ANÁLISIS DE LA COMUNICACIÓN INTEGRADA DE MARKETING EN LA EMPRESA HOTELERA SEGÚN EL PERFIL DEL HOTEL Y DEL HUÉSPED

Maja Šerić

Resumen


Este trabajo pretende aportar un mejor entendimiento de la Comunicación Integrada de Marketing (CIM), observando su desempeño en un contexto en el cual existen pocas evidencias empíricas - los hoteles de categoría superior- y adoptando un doble enfoque hotel-huésped. Para ello, tiene en cuenta, de un lado, el perfil de los hoteles investigados, definido según el periodo de la apertura, la ubicación del hotel y el número de habitaciones. De otro lado, considera los huéspedes de hoteles según sus características sociodemográficas, motivo de visita y frecuencia de visita. Los resultados demuestran el elevado grado de implementación de la CIM en los hoteles estudiados, tanto desde el punto de vista de los directivos, como de los huéspedes. Se observan algunas diferencias significativas con respecto al periodo de apertura del hotel, su ubicación y tamaño. Asimismo, la percepción de la CIM cambia de forma significativa según el salario de los huéspedes y su frecuencia de visita. En cambio, no se obtiene ninguna diferencia significativa en las percepciones de la CIM en función de la edad y del género del consumidor y el motivo de visita. Por último, al comparar la percepción de la CIM entre los directivos y los huéspedes, se observa que los directivos presentan las puntuaciones medias más altas y que estas diferencias son significativas en algunos indicadores.

Palabras clave: Comunicación Integrada de Marketing (CIM), hoteles de categoría superior, directivos, consumidores, perfil del hotel, perfil del huésped

 

ABSTRACT

This paper attempts to provide a better understanding of Integrated Marketing Communications (IMC) by observing its performance in a context where there is little empirical evidence on this practice – upscale hotels. It adopts a double hotelguest approach and considers both hotel and guest profiles in IMC analysis. While the hotel profile is defined according to operating time of hotel, location, and number of rooms, the guest profile is considered according to some sociodemographic characteristics of consumers, motives to visit and frequency of stay. The findings reveal a high perception of the IMC implementation among both managers and guests. Some significant differences are obtained according to the hotel profile (i.e., operating time, location, and number of rooms) as well as when guests’ salary and frequency of stay were considered. No significant differences are obtained regarding guests’ perception of IMC according to their age, gender, and motives. Finally, when the opinions of managers and guests are compared, higher scores are reached among the managers, being the differences significant in the case of some IMC items.

Keywords: Integrated Marketing Communications (IMC), upscale hotels, managers, consumers, hotel profile, guest profile


Palabras clave


comunicación integrada de marketing (CIM), hoteles de categoría superior, directivos, consumidores, perfil del hotel, perfil del huésped.

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CASTELLANO

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DOI: https://doi.org/10.1234/RAT2011n11

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ISSN impresión: 1885-2564

ISSN electrónico: 2254-0644