Propuesta de plan estratégico de marketing interno para hoteles de tres estrellas en la ciudad de Cuenca, aplicado al Hotel Tomebamba

Abstract

Internal Marketing in hotel business aims to increase employees motivation to enhance the productivity of an accommodation venue, however, it is essential that employees participation is active, aware and voluntary, so that when executing an internal marketing plan it is efficient, adapting to the needs of all employees. Internal Marketing defines employees as internal clients within an organization, which based on motivation and training strategies results in the satisfaction of internal and external customers. For this reason, this intervention project focuses on developing an Internal Marketing plan for the Tomebamba Hotel, to enhance the skills and ability of its employees, improving its quality in the service and in turn positioning its image and brand in the market. The study has a descriptive scope with qualitative and quantitative orientation, this internal marketing plan was developed based on internal and external surveys, interviews and field research, to collect information, with the aim of improving the quality of service at the Hotel Tomebamba, located in the city of Cuenca.