Universidad Católica Boliviana "San Pablo"

ABSTRACT This research aims to develop a strategy that will enable improved services and consequently increase the use of the installed capacity of Viru Viru three-star hotel in the city of Santa Cruz de la Sierra. In developing the strategy, the problem arises, its importance is demonstrated and the need for research is highlighted. Subsequently, the theoretical framework is presented, along with the different theories regarding strategic planning and process service production, market segmentation and positioning, which were all used in the research and proposal design. The practical framework provides planning for the fieldwork needed for the collection of data through surveys and interviews reflecting the expectations and needs of hotel guests of Hotel Viru Viru. Then the hypothesis is tested, which in turn guides the formulation. Finally, the paper concludes with the formulation of the proposal based on the data collected in the field work and the knowledge of services strategy.