FACTORES E INDICADORES DE COMPETITIVIDAD HOTELERA

La competitividad se ha convertido en el nuevo paradigma que persiguen las empresas, incluidas las tur\uedsticas, sin embargo algunos estudios han confundido entre factores que la producen con indicadores de medici\uf3n. El presente estudio de car\ue1cter te\uf3rico se realiza a partir de una revisi\uf3n de literatura de estudios emp\uedricos realizados en diferentes pa\uedses, de los cuales se extraen indicadores empleados para su medici\uf3n en la hoteler\ueda y la informaci\uf3n que aportan para su interpretaci\uf3n en funci\uf3n de la competitividad, a fin de identificar la pertinencia de su uso en la hoteler\ueda. Como resultado se encuentra que, los factores que producen la competitividad son aquellos que tienen que ver con los procesos y las condiciones del servicio, se reconoce que \ue9stos var\uedan en funci\uf3n de cada contexto tur\uedstico, mientras que para determinar la efectividad de su gesti\uf3n, se propone el empleo del GOT (Gross Operational Profit), el RevPAR (Revenue Per Avaliable Room) y el porcentaje de ocupaci\uf3n como los indicadores que permiten hacer comparaciones y establecer posiciones entre empresas hoteleras en ambientes similares. Palabras clave: Hoteler\ueda, competitividad, factores e indicadores. ABSTRACT Competitiveness has become an objective for companies, including the tourist ones. However, some studies have confused the factors that produce it with the measurement indicators. This paper of a theoretical nature is developed from a literature review of empirical studies conducted in different countries. Indicators are extracted from those studies and they are used for their measurement in the hotel industry and the information they provide for their interpretation in terms of competitiveness. All of this, in order to identifying the relevance of its use in the hotel industry. As results, there have been found that the factors that produce competitiveness are those that have to do with the processes and conditions of the service, it is recognized that these vary depending on tourist context, while in order to determine the effectiveness of its management, the Gross Operational Profit (GOT), the Revenue Per Available room (RevPAR), and the percentage of occupancy are the indicators that allow comparisons and establish positions between hotel companies in similar environments. Keywords: Hospitality, competitiveness, factors and indicators.