Abstract
This research focuses on evaluating the image of hotels in the strategic management process, filling in the theoretical and methodological gaps related to the management of this intangible resource. It provides a conceptual model that explains how the image of a hotel is determined by subjective and objective factors. Another result of this research is the procedure proposed, where the measuring instruments that make it up are applied to 1395 respondents and subjected to the criteria of experts in order to scientifically verify that with the evaluation of the image in the strategic management of hotels in Cuba it is possible to achieve their desired image. This study also presents, in a complete way, the application of the proposed procedure in the hotel: Brisas Trinidad del Mar.
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