Abstract

SANTAMARIA ESCOBAR, Álvaro Enrique  and  CADRAZCO PARRA, Wilson. Hotel Intelligence Matrix. A proposal for improving the quality of hotel services. Pensam. gest. [online]. 2011, n.31, pp. 211-246. ISSN 2145-941X.

The object of this work is to propose a process of improving the marketing of services in the hotel sector in Santiago de Tolu, Sucre. The study, descriptive, adopted the model of the gaps in service quality proposed by Parasuraman, Zeithaml and Berry, which is based on the difference between expectations and customer perceptions. Using the Matrix Intelligence MIH hotel, which was used to collect and analyze information, identified the main gaps in the hotel service, showing that the greatest deficit in aspects such as industrial safety, public relations and advertising. Finally, the research allowed proposing actions and strategies to improve the quality of hotel service delivery and thereby increase the average occupancy rate throughout the year.

Keywords : Quality Service; Hotel services; advertising; tourism products; gaps; tourism; marketing of the service.