Evaluation of the strategic factors of the hotel sector in the province of Sabana Centro, Colombia

ABSTRACT

This article seeks to identify the presence of internal strategic factors in accommodation and lodging establishments in the province of Sabana Centro in the department of Cundinamarca, Colombia. The analysis was carried out based on the theoretical foundations of three internal strategic factors that support the creation of long-term competitive advantages organizational assets, marketing mix and reputational assets. To collect the information, an instrument was developed that was applied to the establishments formally established in the area. The results show that most of the accommodation and lodging establishments in the province of Sabana Centro suffer from the internal strategy factors suggested by management theory. They could be supported by public and private institutions to implement them and thus encourage them to have a more consistent and competitive offer. This research ended months before the start of the pandemic caused by COVID-19 and its effects were not studied, but the results can contribute to its recovery in the near future.