Download - Ergón Magazine
P á g i n a | 3
Contenido Editorial ........................................................ 4
¿El mercadeo es para todos, y la RSE solo
para los grandes? ......................................... 5
CSR just for…................................................. 6
COLOMBIAN TOURIST GROWTH .................. 8
Recurso Humano Clave en Sector Turístico . 9
Human Resources a Key in Tourism Sector 11
New horizons .............................................. 13
Editorial
ivimos en un mundo
turístico por decirlo así.
Viajar es un placer. Y las
personas les encantan
sentir placer. En esta revista
estudiaremos el turismo desde areas
importantes de la administración
moderna. Para darnos una visión más
amplia del simple viaje de vacaciones.
Varios especialistas analizan
profundamente diferentes aspectos
desde las organizaciones hasta el sistema
financiero que este sector maneja.
Disfrútalo y dejate llevar en este viaje.
We live in a tourist world for saying it
this way. Travelling is a pleasure. And the
people love feeling pleasure. In this
magazine we will study the tourism from
important areas of the modern
administration. To give us a more wide
vision of the simple trip of vacations.
Several specialists analyze deeply
different aspects from the organizations
up to the financial system that this sector
handles. Enjoy it and let us to go in this
trip.
V
Editor en Jefe:
Jorge Jiménez
Editor Económico:
Gipsy de Moya
Editor RH y Organizaciones:
Mariela Lyons
Editor Emprendimiento y Nuevos Proyectos:
María Díaz
P á g i n a | 5
¿El mercadeo es para todos, y
la RSE solo para los grandes? Por Jorge Jiménez
l mercadeo es sin duda para todas las
empresas, pero la RSE es para…
En el mundo entero podemos ver como el
sector turístico mueve miles de dólares
anualmente. Es uno de los sectores de la
economía mundial que se ha sostenido a
pesar de la crisis. Por supuesto, algunas
empresas que laboran en este sector han
sido afectadas. Por ejemplo hay aerolíneas
grandes que han adquirido las más pequeñas
y además se han realizado grandes alianzas
entre aerolíneas a nivel mundial.
En medio de todo esto, queremos resaltar el
uso del mercadeo como herramienta
esencial en el éxito de las empresas del
sector turístico. Hay países, hoteles,
empresas, aerolíneas, agencias de viaje que
crean el deseo de las personas de viajar. Un
buen ejemplo local que podemos observar
es el de la marca “Colombia es Pasión” la
cual ha sido galardonada como una de las
mejores marca país del mundo. Cada ciudad
en el mundo quiere diferenciarse para así
poder posicionarse en la mente de los
turistas potenciales.
La principal víctima de esta herramienta
llamada mercadeo es el consumidor. Debido
a que los esfuerzos, estrategias y tácticas
están enfocados en ganar la lealtad de cada
uno para así poder ser una empresa
sostenible. Ahora, teniendo esto en mente
me gustaría preguntar. ¿Acaso todas las
empresas ligadas al sector turístico así como
invierten en mercadeo invierten en RSE?, ¿La
RSE empresarial está ligada solamente a
empresas grandes? Para responder estas
preguntas queremos enfocarnos solo en
nuestro país Colombia. Realmente no todas
las empresas están ligadas a desarrollar una
estrategia de RSE.
Recordemos que crear una estrategia de RSE
consta de 3 impactos fundamentales.
Impacto económico, social y ambiental.
Cumplirlos todos es RSE. Cumplir solo dos no
es RSE.
En el marco de Colombia, respecto a hoteles
es muy difícil o imposible encontrar
información en internet donde se encuentra
todo respecto a actividades de RSE de
hoteles en Colombia. De igual forma algunas
aerolíneas no muestran sus acciones
socialmente responsables en público en
internet. Y eso lo interpreto de dos formas.
Hacen tanto que no tienen tiempo de
mostrar o sencillamente no hacen nada.
Ahora la otra pregunta a desarrollar es que
efectivamente si hay empresas –unas
cuantas- grandes a nivel nacional que si se
muestran orgullosas de su política de RSE.
Solo imaginen las agencias de viajes. Cada
día son más y más pero estoy seguro que
ninguna tiene una política de RSE. Las
políticas socialmente responsables están de
moda en el mundo. Para ser competitivos a
nivel local y aun más en el mundo entero es
necesario crear conciencia de nuestro
entorno y desarrollar políticas de RSE que
nos harán desarrollar una ventaja
competitiva frente a este mundo cambiante.
No se puede esperar. El turismo mundial
gasta en Mercadeo y es hora de invertir en
Responsabilidad Social.
E
CSR just for… By Jorge Jiménez
arketing is definitely for all
companies, but the CSR is just for…
In the world, we can see how the
tourism sector moves thousands of
dollars annually. It is one of the sectors of
the global economy that have been
sustained despite the crisis. Of Course some
companies working in this sector have been
affected. For example, there are huge
airlines that have acquired smaller ones and
also have made major alliances airlines
worldwide.
In the middle of all that, we want to highlight
the use of the marketing as essential tool in
the success of the companies of the tourist
sector. There are countries, hotels,
companies, airlines, agencies of trip that
create the desire of people to travel. A good
local example that we can observe is that
the brand “Colombia is Passion" who has
been rewarded as one of the best brand of
country in the world. Every city in the world
wants to differ this way to reach a position in
the mind of the potential tourists.
The principal victim of this tool called
marketing is the consumer. Due to the fact
that the efforts, strategies and tactics are
focused in gaining the loyalty of people and
allow be a sustainable company. Now,
having this in mind I would like to ask.
Perhaps all the companies connected to the
tourist sector as well as they invest in
marketing invest in CSR? Is managerial CSR
linked only to big companies? To answer
these questions we want to focus only in our
country Colombia.
Really not all the companies are linked to
developing CSR's strategy.
Let's remember that to create CSR's strategy
consists of 3 fundamental impacts.
Economic, social and environmental impact.
To fulfill all is CSR. To fulfill only two is CSR.
In the frame of Colombia, with respect to
hotels it is very difficult or impossible to find
information in Internet where one finds
everything, with respect to CSR's activities of
hotels in Colombia. Of equal form some
airlines do not show his socially responsible
actions publicly in Internet. And I interpret it
of two forms. They do so much that do not
have time to show or simply not to do
anything.
Now, another question to developing is that
really if there are companies - a few all those
- big national that show to be proud of his
CSR's politics. Only imagine the travel
agencies. Every day they are more and more
but I am sure that none has CSR's politics.
The socially responsible policies are
fashionable in the world. To be competitive
to local level and furthermore all over the
world it is necessary to create conscience of
our environment and to develop CSR's
policies that will make us develop a
competitive advantage opposite to this
changeable world. It is not possible to wait.
The world tourism spends in Marketing and
it is time.
M
P á g i n a | 7
Crecimiento Turístico
Colombiano Por Gipsy De Moya
urante la década de los noventa en
América latina el sector del turismo
presentó un crecimiento
generalizado, a excepción de
Colombia, ya que durante esta época el país
se vio afectado por la mala imagen que
obtuvo gracias a los problemas relacionados
con la guerrilla y cuestiones de seguridad. La
mayor parte de los países latinoamericanos
presentaron un fuerte crecimiento en este
sector pero ese no fue el caso de nuestro
país.
El crecimiento en este sector inició con la
implementación del programa “vive
Colombia viaja por ella”, con el cual se
incentivaba el turismo interno, a través de
este plan estratégico los Colombianos fueron
motivados a viajar a través del país con
mayor seguridad en carreteras. Igualmente,
esto permitió un mayor crecimiento del
sector puesto que turistas del exterior
también fueron atraídos gracias al
mejoramiento en cuestiones de seguridad.
Para el año 2003, en Colombia el sector del
turismo realizaba aportes del 8.2 % al PIB en
comparación a países como Venezuela
donde el turismo solo aportaba el 1,4%.
Entre ese mismo año y el 2008 se duplicó el
número de visitantes al pasar de 1,053 a más
de 2,6 millones de visitantes extranjeros.
Con esto se puede observar el rápido
crecimiento del turismo en los últimos años
en el país gracias a las estrategias
implementadas como el programa
“Colombia es pasión” y “Colombia: el riesgo
es que te quieras quedar” y también a los
beneficios tributarios otorgados que
motivaron a la construcción hotelera en el
país. Igualmente, otro aspecto que permite
destacar el crecimiento de este sector es que
este se ha convertido en el tercer sector de
exportación después del carbón y el
petróleo, con 2.263 millones de dólares en
2007 y un crecimiento del 12,7, con respecto
a 2006. Debido al crecimiento y el gran
cambio en el sector, para muchos otros
países con situaciones similares a los
enfrentados años atrás, Colombia ha
representado un modelo al aplicar
estrategias de diversificación dándole una
nueva imagen al territorio.
Durante el 2008, se presentó un
desaceleramiento en el flujo de viajeros en
el contexto mundial, por las variaciones en
los precios del petróleo y la inflación
mundial. Sin embargo, en Colombia esta
desaceleración no se percibió debido a la
política de seguridad democrática, con la
que se retomó la confianza internacional, las
labores de Proexport y las del Ministerio de
Comercio, Industria y Turismo. Para el año
2010, dicho Ministerio logró subir cinco
puestos obteniendo el primer lugar en índice
de transparencia nacional (ITN), en
comparación con los resultados presentados
en el 2008, esto ubica a este ministerio como
la cuarta cartera en transparencia entre
catorce ministerios evaluados. Durante ese
mismo año, el turismo aumentó 8,9% en
comparación con el crecimiento mundial de
6,7%. En la grafica podemos observar como
en los últimos seis años el número de
visitantes para Colombia se triplicó de los
cuales la mayor parte provienen
principalmente de países como Estados
Unidos y Venezuela. Con esto podemos
observar, que a pesar de haber sido afectado
por problemas de seguridad Colombia ha
desarrollado con éxito el sector del turismo
gracias a los diferentes es diferentes planes
estratégicos que han sido aplicados.
D
Colombian Tourist Growth By Gipsy De Moya
uring the nineties in Latin America,
tourism presented a broad-based
growth, with the exception of
Colombia, since during this period
the country was affected by the bad image
given by the problems associated with the
guerrillas and security issues. Most Latin
American countries showed strong growth in
this sector but it was not the case in our
country.
Growth in this sector started with the
implementation of the program “Vive
Colombia, Viaja por Ella”, which encourage
domestic tourism, through this strategic plan
Colombians were encouraged to travel across
the country. Also this allowed further growth
of the sector because foreign tourists were also
attracted by the improvement in security.
For 2003, Colombia tourism make
contributions of 8.2% of GDP compared to
countries like Venezuela where tourism
contributes only 1.4% to the GDP. Between
that year and 2008 Colombia doubled the
number of visitors, going from 1.053 to over
2.6 million of foreign visitors. With this we can
see the rapid growth of tourism in recent years
in the country, thanks to the strategies
implemented as "Colombia es pasion" and
"Colombia: el riesgo es que te quieras quedar"
and also the strategy to give tax benefits in
order to led the construction of hotels in the
country.
Similarly, another aspect that allows us to
highlight the growth of this sector is that this
has become the third largest export sector
after coal and oil, with 2,263 million in 2007
and a growth of 12.7, compared to 2006.
Due to growth and great change in the sector,
for many other countries facing similar
situations, Colombia has been a model of
diversification strategy applied by giving a new
look to the territory.
In 2008, in the global context was presented a
slowdown in the flow of passengers, due to the
changes in oil prices and global inflation.
However, in Colombia was not perceived this
slowdown thanks to the policy of democratic
security, the work of Proexport and the
Ministry of Commerce, Industry and Tourism.
In 2010, this Ministry climb five places winning
first place in National Transparency Index (ITN),
compared with the results presented in 2008,
this places this ministry as the fourth portfolio
transparency of the fourteen ministries
evaluated.
In the other hand, in the graph we can see in
the last six years the number of visitors to
Colombia tripled from which most come mainly
from countries like the United States and
Venezuela. Tourism grew 8.9% compared with
global growth of 6.7%.
With this we can see, that despite having been
affected by security problems Colombia has
succeeded in developing the tourism sector
through the various strategic plans that have
been applied.
D
P á g i n a | 9
Recurso Humano Clave en Sector
Turístico Por Mariela Lyons
ctualmente el sector turístico está
inmerso en un mundo más
competitivo, en donde las empresas
están obligadas a realizar continúas mejoras
a sus productos, servicios y a la gestión de
las personas que forman parte de ésta. Con
la globalización, se han creado nuevos
consumidores más exigentes con muchas
más alternativas para escoger en el
mercado, de ahí nace la necesidad de
superar las expectativas de estos clientes.
Uno de los factores que determina el éxito
de las empresas turísticas es su capacidad de
manejar el capital humano y realizar
estrategias enfocadas a la gestión de
Recursos Humanos que permitan alcanzar
objetivos, maximizar rentabilidad y
garantizar la supervivencia. Este capital
humano son de gran importancia dentro de
las organizaciones, debido a que son estos
quienes brindan a los clientes exigentes una
experiencia turística memorable y que le
permiten a la compañía diferenciarse de la
competencia. Sin embargo ¿qué tan atractivo
es para un empleado trabajar en este
sector? Por lo general se piensa que el
sector turístico representa largas jornadas
laborales, baja remuneración y una posición
inestable, razones suficientes para hacer este
trabajo una opción poco atractiva. A pesar
de esto, con el crecimiento de este sector, la
gestión de Recursos Humanos se ha
convertido en una política clave en las
organizaciones; hoy se busca fomentar un
entorno laboral donde los empleados estén
dispuestos a poner lo mejor de su capital
profesional, es decir, su talento, sus
conocimientos, y su compromiso.
Con el desarrollo de nuevas tecnologías y el
incremento de consumidores más
informados sobre las distintas opciones que
existen en el mercado, las empresas
pertenecientes a este sector se ven con la
necesidad de ampliar su portafolio más allá
de los la oferta tradicional, la cual se limitaba
a la prestación de alojamiento mas comida;
esto con el fin de satisfacer totalmente las
necesidades de los clientes y brindarles una
experiencia más que solo un hospedaje. De
este modo, las empresas turísticas también
ofrecen servicios de agencias de viaje,
alquiler de vehículos y han creado alianzas
con otros sectores como el de Salud y
Belleza, entre otras estrategias. Estos
nuevos servicios requieren de una mejora en
la competencia del personal, ya que estos
son los encargados de administrar tales
servicios. Los avances tecnológicos han
provocado que los directivos de
organizaciones sean más proactivos, que
analicen las situaciones y tomen las mejores
decisiones. Lo anterior nos muestra que no
importa el rango que se tenga, todos hacen
parte de la estrategia de crecimiento de la
compañía.
Actualmente quien desea ser parte de este
creciente sector debe tener compromiso por
lo que hace, porque son ellos quienes
representan el nombre de la compañía y de
ellos depende que un cliente este satisfecho
y se vuelva fiel a la organización.
A
P á g i n a | 11
Human Resources a Key in
Tourism Sector By Mariela Lyons
urrently, the tourism sector is
undergoing in a more competitive
world, where companies are
required to make continuous
improvements to its products, services and
people management. The globalization
has created news and more demanding
consumers with many alternatives to
choose in the market, hence arises the
need to exceed the expectations of these
customers.
One factor that determines the success of
tourism enterprises is their ability to
manage human capital and implement
strategies focused on Human Resource
management to achieve objectives,
maximize profitability and ensure survival.
This human capital is of great importance
within organizations, because they are
those who offer to customers a memorable
travel experience and allow the company
to differentiate itself from the competition.
However, is it attractive for an employee to
work in this sector? It is generally believed
that the tourist sector is long hours of
work, low pay and unstable job, these are
sufficient reasons to make this work a less
attractive option. Despite this, with the
growth of this sector, Human Resource
management has become a key policy in
organizations, today sought to foster a
work environment where employees are
willing to put the best of their professional
capital, which means talent, knowledge,
and commitment.
With the development of new technologies
and increasing consumers that are more
informed about the options that exist in
the marketplace, companies from this
sector have the need to expand its
portfolio beyond the traditional supply,
which was limited the provision of
accommodation plus food, now companies
want to fully satisfy customer needs and
provide an experience more than just a
hostel. Thus, tourism companies also offer
services of travel agencies, car rental and
have created alliances with other sectors
such as Health and Beauty, among other
strategies. These new services require
improved staff skills, as these are
responsible for administering such services.
Technological advances have caused the
leaders of organizations to be more
proactive, to analyze situations and make
the best decisions. This situation shows us
that it doesn’t matter what your position
is, everybody is part of the growth
strategy of the company.
Currently those who want to be part of this
growing sector should be engaged due to
they are the ones who represent the name
of the company and they also have to
satisfy the customer needs and making
them to become loyal to the organization.
C
P á g i n a | 13
New horizons
TOURISM, GROWTH AND NEW
DESTINATIONS
María Alejandra Díaz
hen we refer to “TOURISM”,
we tend to think only on nice
hotels near exotic beaches,
but actually it contains many of other
different aspects.
When thinking about tourism it must be
taken into account that tourism is a key
sector in many economies of the world.
It involves a wide variety of products
and destinations and entails many
different stakeholders.
There are studies that reveal that the
world tourism industry is expected to
grow more than 5%, compared to the
growth of last year. This means that
every country is enhancing their tourism
destinations to become more
competitive compare to rest of the
world, by enhancing their tourism is
expected to produce an increase on the
employment rate of every country.
Some of these expectations are based
on long term statistics, the International
Labour Organization has estimated that
the increase of the world employment
rate on the tourism sector is going to
keep growing among the next 10 years,
which would generate 300 millions of
direct and indirect of jobs.
Different economic factors are involved
on this sector; tourism is an activity that
can have a truly major impact on
sustainable development.
One of the most relevant economic
factor that is involved on the tourism, is
the GDP (gross domestic product);
tourism contributes a high percentage
on the total GDP. This can be clearly
reflected on the European Union, where
the tourism industry generates more
than 5% of the EU GDP. This means that
since the percentage on the GDP is high
the EU tends to protect this sector.
On the other hand it must be consider
another important factor that increases
or decreases whether the sector is
promoted or not, and is the
employment rate. The tourism industry
contributes to employment on the EU
by having 1.8 millions of enterprises,
which is 5.2% of the total labor force
and generates approximately 9.7
millions of different types of jobs.
Because of the importance of the sector
the European Union has decided that
they shall promote the competitiveness
of Union undertakings in that sector.
There are many reasons why Europe is
Nº 1 tourist destination, since it has
diversity of places to visit, history to
study and there is a spirit of welcoming
foreign. But there are some places on
the world that are categorized as the
most visited places on the world. Every
continent has a popular attraction that
tourist are welling to visit.
Since there has always been an interest
to travel around the world, I have
selected the places that are generating
the growth of many economies since
they are the most visit places of the
world, not only because of their history
and the magic that surrounds them, is
also because the majesty of their
constructions and the exotic of what
they are composed:
W
Nº 1 PLACE VISITED OF THE WORLD.
It couldn’t be another than: Paris,
France.
France, especially it capital Paris, are the
most popular place to visit in the world.
They receive approximately 74.2
millions of tourists per year, generating
USD 53.2 thousands of millions per year.
Eiffel tower
OTHER DESTINATIONS
North America:
United States is the country that gets
the highest revenues from tourism of
the world.
It receives 54.9 millions of tourist from
whom they obtain USD 93.3 thousand
of millions per year. Their most popular
city is New York, where is located the
highest generator of the tourism
industry income, the statue of liberty.
Middle East:
In the heart of the Middle East are
located United Arab emirates, where
the city of the most impressive human
constructions is built, Dubai.
Dubai has become the luxurious
tourism destination. Since 2006 tourism
has increased in almost more than 25%.
Their magnificent buildings and their
human made islands are Nº 1 tourist
attractions, these increase on the
tourism not only have promote the
economy also the foreign direct
investment, even thought foreign
cannot be nationalized, they are able to
buy properties if a local partner
sponsor them.
BURJ AL ARAB
ONLY 7 STARS HOTEL OF THE WORLD
It is expected that Dubai keeps growing
after the economic recession; there is a
plan to build the biggest airport of the
world, and the second human made
islands.
P á g i n a | 15
The tourism sector is a huge potential
that every country must be able to
develop, it generates big revenues and
a positive impact in the economy.
There are a lot of countries that their
economy is based strictly to tourism,
like the Maldives at the Indian Ocean,
and the Dominican Republic in Central
America, because thanks to the beauty
of their nature tourists are call to visit
these places.