ADMINISTRATIVE MANAGEMENT STRATEGIES FOR STRENGTHENING COMPETITIVENESS IN THE 2023–2025 PERIOD: A CASE STUDY OF GRUPO LA ROCA

Abstract

This study analyzes the administrative management of Grupo La Roca in order to identify the gaps that affect its competitiveness and propose improvement mechanisms aligned with the current demands of the tourism sector in La Fortuna, San Carlos. The objective was to comprehensively evaluate the administrative, operational, financial, commercial, human talent, innovation, and sustainability processes, and to determine strategic actions that strengthen organizational performance. The research employed a mixed-methods approach using interviews with management and mid-level leaders, surveys of employees and customers, documentary analysis of manuals and internal policies, and an observation guide applied across the hotel, restaurant, tours, and transportation areas. This triangulation allowed for contrasting perceptions, validating evidence, and understanding the company’s real operational dynamics. The results reveal an organization with a solid culture, strong service orientation, positive reputation, and financial stability, accompanied by highly satisfied and loyal customers. However, weaknesses were also identified in digitalization, process standardization, professionalization of human talent, interdepartmental integration, and innovation management. Additionally, the study identified dependence on external platforms, limitations in management metrics, and opportunities to strengthen environmental and social sustainability. The study concludes that Grupo La Roca has favorable foundations to compete but must evolve toward a more modern, integrated, and data-driven management model, supported by digitalization, human talent, sustainability, and innovation in order to consolidate its competitiveness for the 2026–2030 period.