Propuesta de innovación en la gestión del Talento Humano mediante el fortalecimiento de la comunicación interna y la aplicación de los principios de Management 3.0 en el Hotel Sonesta Loja

Abstract

Abstract: The objective of this degree project was to diagnose human talent management at the Sonesta Hotel Loja from the perspective of internal communication, in order to design an improvement proposal based on the principles of Management 3.0. The research was developed under a qualitative approach with a descriptive scope. For the situational diagnosis, a mixed-method data collection methodology was applied, based on direct observation of processes, semi-structured interviews directed at operational staff and department heads, and a structured digital survey on organizational climate. These instruments were applied to a population of 52 employees, selecting a representative sample to obtain the data. The results of the diagnosis showed a predominance of vertical communication, low participation in strategic decision-making, limited operational autonomy, and a high need to optimize recognition mechanisms and continuous feedback. In response to this scenario, a technical action plan was structured based on the Inter-American Development Bank's (IDB) PM4R methodology, articulating agile tools such as the Kudo board and moving motivators. Finally, the technical proposal enables the transition toward a horizontal, empathetic, and collaborative corporate culture, strengthening the organizational climate and the operational stability of the hotel establishment.