GESTÃO ESTRATÉGICA DA COMUNICAÇÃO NA PEQUENA EMPRESA HOTELEIRA STRATEGIC MANAGEMENT OF COMMUNICATION IN SMALL HOTEL COMPANIES GESTIÓN ESTRATÉGICA DE LA COMUNICACIÓN EN LA PEQUEÑA EMPRESA HOTELERA

The management of organizational communication is essential for the good performance of all types of organization, because it involves analysis of the system, operation and process of communication between the organization and its various internal and external publics. This paper presents the results of a study in the area of hotel management that analyzed how communication can be managed in small Hotel companies, considering their specifi c characteristics. The research methods used were a survey in the fi rst phase, and a case study in the second phase. Six hotels were studied, located in the central region of the State of Sao Paulo. Data were collected through semi-structured interviews and free observation in the companies visited. The data from the comparative study of cases were analyzed and interpreted based on content analysis. Nine suggestions were made for improving the strategic management of organizational communication in small hotel businesses.