Plan de negocios para Illari Hotel, parroquia Lizarzaburo, en el cantón Riobamba, provincia de Chimborazo.

Abstract

The present investigation proposes to design a business plan for Illari Hotel, Lizarzaburu parish, Riobamba canton, Chimborazo province; for which it is necessary to fulfil three stages: situational diagnosis, generation of business and functional strategies, and proposal of the action plan and business model. The first shows, as a result, the growth in the tourism sector at national and local level, in terms of its environment, and internally, its competitive characteristics such as reputation and image, location, architectural design and service, are the basis for the increase in the current occupancy rate corresponding to 12%, which does not rise due to poor management decisions. In the second one, it is determined that the most successful business strategy is "Strategy of best supplier costs", which combines elements of differentiation and at the same time of low costs, this is supported by strategies of functional areas, such as process reengineering, incorporation of media and dissemination to place the hosting service on the market, service improvement and implementation of quality details, negotiation and signing of collaboration and contracting agreements with Travel Agencies, Tour Operators, Companies, among others, self-financing, application of management techniques and business management and motivation techniques for workers, expansion and improvement of the recruitment of personnel, improvement of the internal communication system, poly-functional training of personnel, quarterly, and inclusion of personnel through teams of work in the annual planning. In the third, the business model is defined through the Canvas methodology, supported by the action plan based on previously defined strategies, which requires control and evaluation, to achieve the strengthening of the administrative, operational and financial area of the hotel.