Cultural barriers in communication and ethics in the management of public relations of multinational tourism companies in cuba: a case study

Abstract

Cuba is opening the way to the development of foreign investment, which, starting from the economic, political and social transformations that unfold in the country, is of great importance. Knowing the characteristics of the management in the facilities of the nation, under the mixed administration, is a vital task if you want to achieve efficiency and effectiveness in the practice of tourism. This requires a multidisciplinary and interdisciplinary approach, as it favors the interrelation of intercultural communication processes that can be positive or harmful to the future of Cuban society and organizational culture. This work characterizes the implementation of Public Relations in the Hotels Parque Central and Iberostar Varadero, both under the multinational management of the Spanish hotel chain Iberostar Hotels and Resorts in association with the Cubanacan national chain, exploring the Cultural Barriers to Communication that Can hinder their strategic objectives. Special attention is also given to the ethical aspects of the communication management of the two hotels studied. The case study method was used mainly qualitatively. The techniques of structured observation, semi-structured surveys, bibliographic review, document review and in-depth interview were used to clarify doubts. Through the results obtained, it was perceived the importance of knowing the Cultural Barriers to Communication to efficiently manage the hotels, mainly when it is a multinational network operating in another country.