Marketing Strategies for Hotel Industry Internationalization in Morelia

AbstractThe marketing in this industry has gained big protagonist in today's context. Therefore, there are many studies that have started to analyze both the causes and the forms in which this process takes place and how the industry benefits from it. Internationalization views from the perspective of the Mexican economy could be a benefit; sustaining and increasing the amount of exterior market, improving the internal and external competitive level and in the end, guaranteeing the possibility of economy, market and employment (Garcia, J.M. 1996), this is why it is important to analyze how marketing can trigger that internationalization. The processes of industrial internationalization are one of the most solid ways to develop competitive advantages, promoting international industrial competitivity (Canals, J. 1992) and strengthening the acquired position in the domestic market. Maybe because it is a new process, the area that covers the internationalization of the hotel industry in Morelia has not been the object of scientific and monographic analysis from the marketing point of view. The objective is to propose strategies of marketing that promote the internationalization of hotel industry in Morelia. Analyses how the touristic activities were impacted by marketing, also includes a revision of the most relevant studies that, from a theoretical or empirical point of view of the strategies and the internationalization, making emphasis on the relationship of the two phenomena. The theme that is object of study focuses its analysis in the academic and industrial currents. The results of the field work that was carried out for the study applied on the process of internationalization of the hotel industry in Morelia; have to be shown, as well as the strategies of marketing that the hotel industry must apply to obtain the so called internationalization