Estrategias competitivas basadas en activos intangibles para hoteles de tercera categoría: ciudad de Machala.

Abstract

With the identification and management of intangible actives allows to handle properly the strategies of the business, as this resources has particularities that makes it difficult to visualize for the competition. As this embrace elements like image, knowledge, work climate, satisfactión measurement, innovation, business brand, technology, etc. This investigation was done with the purpose of propose strategies of competitivity, taking as a starting point the importance and management that is given on the hotel pymes. The objective population for the study was represented by hotel business of third category registered on the the touristic cadaster located in Machala city. The methodology was based on the intellectus measurement model, based on 3 components; human capital, structural capital and relational capital, analyzed below the perspective of variables and indicators corresponding to each ítem. Also, it was proceed to the elaboratión of a questionnaire with closed question qualified on a Likert being 1 on total disagreement 5 on total agreement. Giving as a result a positive management of intangibles for the companies in study, which allowed to elaborate the respectives strategies to reinforce the management of this resources. Leading to highlight the offered service and giving a proper distinction.