Internal communication analysis in ¨Mirador De Mayabe¨ Villa

Abstract

This study was carried out in ¨Mirador de Mayabe¨ Villa, 8 km away from Holguín city, Cuba, and under management of Islazul Hotels Company. This paper aims at comprehensively diagnosing the internal communication of this lodgement villa, as part of the improvement of its business management, and as one

of the communicational areas of the organization. Following a descriptive approach, quantitative and some qualitative techniques were used in the research to attain its objectives. The methodology used consists of three phases, six stages and fifteen steps, all of them focused on the analysis of communication objectives, policies and activities at the organizational level, the analysis of specific internal communication activities and the summary of the evaluation of the villa's internal communication. The selection of the sample was based on stratified probability sampling of typical cases. Instruments used to obtain information included the review of official documents, non-participant (focused) observation, surveys, Odiorne test, and semi-structured interviews. The results of the research favored the understanding about the current situation of the villa's internal communication elements in depth. This proved the relevance of the research as no such type of study has been developed in the last years, and laid as well the foundations for the development of new studies on the management of intangible resources, in favor of the achievement of business objectives.