Estudio de factibilidad para la creación de cafeterías de especialidad en hoteles de cinco estrellas. Caso: Hotel Oro Verde Cuenca

Abstract

The city of Cuenca has presented a considerable increase in tourist accommodation establishments. However, many of them have not consolidated innovative ideas as to draw attention to new latent markets in the world, invariably focusing on executive or family segments. But the new needs have instituted new sectors that focus their requirements on levels of personalization and quality in the different products and services. This project seeks to demonstrate the application and implementation of new trends in the markets of a specific economic sector such as hospitality. Within this field, it is proposed to implement specialty cafeterias, which will generate access to new markets interested in the concept. Nowadays, accommodation establishments are identified as companies that can promote the diversification of activities according to their categories; thus, influencing tourists to wish to acquire goods that represent the culture of the place where they are; at the same time that they go through moments of leisure and relaxation. On the other hand, specialty coffee shops meet the criteria of the needs of new markets. Consequently, the research aims to evaluate the feasibility of implementing these spaces and concepts within the five-star hotels in the city of Cuenca; but specifically, inside the Hotel Oro Verde. To this end, the analysis has been divided into three sections focused on: The study of the cafeterias of the different hotels in the city; the reality with which the Hotel Oro Verde is currently managed; and finally, the proposal by which the evaluated establishment could implement the analysis approach with the effect of diversifying activities that attract the interest of new markets.

Keywords:Hotels. Innovation. Markets. Diversification of activities. Specialty. Cafeterias. Quality systems. Personalization.