Professionalization and strategic performance evaluation at Encanto Hotels in Isla Azul, Sancti Spíritus

Abstract

The professionalization of human capital in the tourism sector is a strategic pillar for increasing the competitiveness of destinations. This article analyzes the redesign of the performance evaluation system at Hoteles Encanto de Isla Azul, in Sancti Spíritus, Cuba, to align it with ongoing training processes, effective feedback, and competence development. A qualitative methodology, based on semi-structured interviews with middle managers and human resources specialists, was employed, complemented by a documentary analysis of training plans and performance reports. The results reveal that the current system focuses on operational indicators and lacks training tools, which limits its impact on professional improvement. An evaluation model centered on key competencies, structured feedback, and individualized development planning is proposed, responding to the demands of contemporary international tourism. The study concludes that a profound transformation of the evaluation system, based on the professionalization of human talent, can decisively contribute to improving service quality, strengthening organizational culture, and consolidating the Encanto hotel chain’s position as a benchmark within Cuban tourism