Plan de negocio para la implementación del hotel San Rafael en el barrio San Antonio, parroquia Juan de Velasco, cantón Riobamba, provincia de Chimborazo.

Abstract

In this research work of curricular integration, a Business Plan was developed for the implementation of the San Rafael Hotel in San Antonio neighborhood, Juan de Velasco village, Riobamba canton, Chimborazo province. The research is a qualitative-quantitative type, because it was carried out with the following methods: analytical, synthetic and deductive, focusing on the fulfillment of four specific objectives; the first one corresponds to the market study where the current, complementary and substitute supply was analyzed at first, in a second moment to the demand, defining the profile of this and the market niche to capture, finally, in the supply - demand confrontation, the projections were calculated. For the second, the technical design of the main and complementary offer was elaborated, starting from the business canvas under the Canvas method, followed by the architectural design describing the characteristics, construction materials and budget, then, the design of the service, experiences and the packaging of the services that the hotel will offer were presented. In the third section, the marketing strategies are presented, and in the fourth section, legal, administrative, environmental and economic-financial studies were conducted. As a result, the hotel will offer 13 products, the total investment is $346,612.46, with a RBC of 1.38, NPV of $I07,501.80 and IRR of 13%, recovering the investment in year five of operation. Taking into consideration these results, it is concluded that the implementation of the project is viable in the commercial, legal, administrative, environmental, economic and financial areas; however, it is recommended that in the first years of operation specific personnel be hired in order not to increase production costs.