La Internacionalización de las Cadenas Hoteleras Españolas en América Latina
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Abstract
Un factor clave del éxito en el desarrollo internacionalde una cadena hotelera es el despliegue eficaz de susactivos en el país de destino. Eso exige, entre otras cosas,que la forma de gestión adoptada por la empresa filialsea coherente con el producto y con el área geográficadonde desarrolla su actividad. En este artículo se analizael proceso de internacionalización llevado a cabopor la industria hotelera española en un área concreta,como lo es América Latina, y se examinan los mercadosde destino, el perfil de los hoteles en el exterior y la operaciónde los mismos. Los resultados revelan que esosestablecimientos poseen más de 4 estrellas, operan bajoel concepto de turismo vacacional y su trámite preferidoes el contrato de gestión.
ABSTRACT
A key factor for success in international growth of ahotel chain is the effective deployment of its assets on theobjective country. This demands, among other things, thatthe management style adopted by the subsidiary is coherentwith the product and the geographical area where itoperates. In this article, the internationalization processundertaken by the Spanish hotel industry in a concretearea such as Latin America is analyzed, and the objectivemarkets, the profile of its hotels abroad and their operationare examined. Results show that those installationshave more than 4 stars, operate under the holiday tourismconcept, and their preferred operational mode is by contractmanagement.
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