Resumen

BELLO CORDERO, Iramis. Cultural Barriers in Cuba's Multinational Tourism Administration. Estudios del Desarrollo Social [online]. 2017, vol.5, n.1, pp. 142-157. ISSN 2308-0132.

The article discusses the development of foreign investment and/or multinational administration and its transcendence from the economic, political and social transformations that the country unfolds. It is analyzed how these modalities of tourist exploitation, attract the country other practices in the sociocultural order that are imbricated in the work of labor collectives, sharing habits, traditions and operandis modes that should not contradict the paradigms promoted by the Cuban State . This work characterizes the implementation of Public Relations at the Iberostar Parque Central and Mercure Sevilla Hotels under the multinational management of the Iberostar Hotels and Resorts and Accor Chains, exploring the cultural barriers that may hinder its success as well as other elements of its model of management. The designed methodology allowed to deepen from a communication perspective and to provide valid information for the improvement of the national hotel management.

Palabras clave : cultures barriers; multinational management; Public Relations management model; Iberostar Hotels and Resorts.

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