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Título:
GRUPO ISLITA: MERCADOS INFORMALES DE TURISMO DE CLASE ALTA / GRUPO ISLITA: HIGH CLASS TOURISM IN INFORMAL MARKETS

Autor(es); Supervisor(es):
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Autor(es): GARCIA-RADA, XIMENA; JAGER, URS; SCHROEDER, KIRA

Supervisor(es):  

Resumen:
The case will involve the story of Grupo Islita, a corporation that owned two ecological and upscale hotels in Costa Rica Punta Islita and El Silencio Lodge. Gustavo Segura, CEO of Grupo Islita, had just been hired by Harry Zürcher, the founder, majoritarian owner and chairman of the Board of Directors, to manage the hotels. By the end of 2011, the main challenge Gustavo faced was how to sell and communicate the uniqueness of both the hotels. Gustavo was aware that the hotels offered a pleasant stay not only because of their natural settings but also because of the interaction with the communities and the sustainable tourism strategy designed by former CEO of Hotel Punta Islita, Eduardo Villafranca. However, he considered a difficult task to communicate this experience to international tourists. Furthermore, Gustavo had the corporate goal of increasing the occupancy rate of both establishments, because they were not exceeding 40% on average, and this issue had an impact on the financial results of the company.

Materia(s):
DESARROLLO SOSTENIBLE; DECISIONES, TEORIA DE LAS; INDUSTRIA--ADMINISTRACION; MERCADOTECNIA; HOTELES; TURISMO

Descripción del ambiente:
Ubicación geográfica: COSTA RICA
Tamaño:  
Industria o sector:  
Año(s) del evento: 2011

Area funcional: Mercadeo Fecha de escritura: 05-Mar-2012
Tipo: Caso (Campo) Ultima revisión: 04-Jul-2012
Páginas: 26 Fecha de inscripción: 20-Jul-2012
Fuente: INCAE Idioma: Español; Inglés
  Código: 30756
Material(es) complementario(s):
TIENE NOTA DE ENSEÑANZA

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