Abstract

CARBALLO CRUZ, Edianny; BLANCO BENGURI, Karen; BETANCOURT GARCIA, María Elena  and  CARBALLO RAMOS, Elme. Product Innovation and Perceived Image at the Colonial Cayo Coco Hotel, Jardines del Rey, Cuba. Rev retos [online]. 2016, vol.10, n.1, pp. 114-141. ISSN 2306-9155.

The influence of product innovation on the Colonial Cayo Coco Hotel´s perceived image (Jardines del Rey tourist destination, Ciego de Avila, Cuba) was assessed. This approach was used as a result of evolution as a quality and differenciation foundation for companies. Additionally, it is an important strategy to improve market positioning. The Colonial Cayo Coco Hotel, located in Jardines del Rey tourist destination, Cuba, was chosen, among other reasons, for its relevance in the area, and surveys to guests. Some of the research methods used were induction-deduction, and survey and observation; based on surveys to internal hotel clients and recurring tourists. The results show that product innovation is not an important strategy within the organization, and its scope is unknown. Likewise, the creation of new products has failed to include client feedback, or other important sources to achieve that goal. The above has contributed to creating a limited image of the resort in the minds of the Canadian recurring guests.

Keywords : product innovation; perceived image; expectations; satisfaction.

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