Improvement strategy to increase the competitiveness of products – city hotel services of the Gaviota tourism group s.a.

Abstract

The research addresses competitiveness in city hotels from the comparison between the indicators of the main tourism groups at the national level: Gran Caribe S.A, Cubanacán S.A and Gaviota S.A. In this case, the Gaviota Group is privileged for being the one with the highest housing growth, perspectives in the development of tourism based on compliance with the Party's guidelines and national strategic projection. To demonstrate the current situation of city products-services in the Gaviota Group, the sample of three hotels located in the Miramar area in the Havana destination is analyzed: Hotel Memories Miramar, Hotel H10 Habana Panorama and Hotel Four Points By Sheraton La Havana.

In order to achieve the stated purpose, various bibliographic sources were consulted, selecting the tools "Analysis of the five competitive forces" and "Analysis of the value chain" for the assessment of Grupo Gaviota S.A. In the analysis of the position of the Gaviota Group in the hotel sector focused on the city modality, the Delphi Method was used. In addition, an analysis was carried out of the competitive advantages that Gaviota S.A. has operating under the form of administration: Management Contract. Interviews were conducted with top-level managers in the selected hotels to determine the elements that add value to the chain. Among the main results are the Key Success Factors, determined by the Distinctive Capabilities and Competitive Advantages, as well as the possible strategies to increase its competitive situation.