Image Management of the hotel: a complementary approach between intangible and tangible resources

Abstract

This research focuses on setting a theoretical and methodological proposal that allows the management of the image from the elements that determine its positive perception by hotel guests. The study provides a conceptual model that explains how the image of a hotel is determined by subjective and objective factors that are approached from the strategic direction as a successful way to achieve the desired image. In this proposal, the tracks are set to achieve successful complementarity between tangible and intangible resources, the key in hotel management. Another result of this research is the proposed procedure, which states that in order to achieve the desired image is necessary to make changes from the paradigms of internal and external diagnosis of the hotel. This allows to manage coherent image. By applying the procedure in eight case studies (surveyed people =1410) is then proved scientifically, the possibility to manage the desired hotel image.