Responsabilidad Social Empresarial en cadenas hoteleras en Cuba y su influencia en la imagen de marca
Corporate Social Responsibility in hotel chains in Cuba and its influence on the brand image
Palavras-chave:
Responsabilidad Social Empresarial, Cadenas Hoteleras, Imagen de Marca, Corporate Social Responsibility, Hotel Chains, Brand ImageResumo
La presente investigación tiene como objetivo analizar la influencia en la Imagen de Marca de las estrategias de Responsabilidad Social Empresarial (RSE) de tres cadenas hoteleras internacionales que operan en Cuba, así como cuáles han resultado más beneficiosas para este fin. Se utilizó una metodología mixta basada en el estudio de casos, analizando e interpretado la data mediante la metodología propuesta por Spiggle (1994) para el análisis de contenidos y utilizando como base para la codificación las dimensiones aportadas por Holcomb et al. (2007) y Kucukusta et al. (2013). El estudio brinda las áreas de la RSE que mayormente influyen en la imagen de marca de las empresas, además de una visión estratégica del impacto beneficioso de la misma en el aumento de su valor contribuyendo a los procesos de toma de decisiones estratégicas.
The objective of this research is to analyze the influence on the Brand Image of the Corporate Social Responsibility (CSR) strategies of three international hotel chains that operate in Cuba, as well as which ones have been most beneficial for this purpose. A mixed methodology based on case studies was used, analyzing and interpreting the data using the methodology proposed by Spiggle (1994) for content analysis and using the dimensions provided by Holcomb, Upchurch, and Okumus (2007) and Kucukusta, Mak, and Chan (2013) as a basis for coding. The study provides the areas of CSR that most influence the brand image of companies, as well as a strategic vision of its beneficial impact in increasing its value, contributing to strategic decision-making processes.
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