plan de mejoramiento de los servicios ofrecidos en el HOTEL HACIENDA VICTORIA del mucicipio de San Alberto como estrategia competitiva.

Abstract

Abstract This research aims to design an improvement plan for the services provided at Hotel Hacienda Victoria to strengthen its competitiveness in the market. The plan proposes changes to optimize the infrastructure, improve service quality, and increase customer satisfaction. The methodology used is quantitative and descriptive, based on surveys of a representative sample of guests and potential clients to evaluate the current service quality. Additionally, a comparative analysis with other competing hotels in the region was conducted to identify areas for improvement.The results identified needs such as remodeling, better equipment in the rooms (TV, Wi-Fi, refrigerator), and optimization of customer service. The proposed actions are supported by the "resource and capabilities theory," which states that competitiveness depends on the effective use of internal resources that are difficult to replicate. In conclusion, implementing this plan will allow the hotel to position itself as a regional leader by integrating sustainable and socially responsible practices. Focusing on the customer experience and continuously improving service will contribute to the economic and tourism development of San Alberto, Cesar, and establish a quality standard that will benefit both customers and employees, promoting the sustainable growth of the sector.