Estrategia de proyección del turismo de eventos en la Universidad Central “Marta Abreu” de las Villas
Fecha
2018-06-08
Autores
Gámez Vázquez, Liliam
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Editor
Universidad Central "Marta Abreu" de Las Villas. Facultad Ciencias Económicas. Departamento de Turismo
Resumen
El turismo de eventos se presenta en la actualidad como una de las modalidades turísticas que reporta grandes márgenes de ingresos a escala mundial y una diversa gama de beneficios comerciales. Cuba posee grandes potencialidades para hacer frente a este mercado, tanto en las diferentes ramas de la ciencia, medio ambiente y cultura como en infraestructura disponible en el desarrollo de los eventos. Uno de los principales destinos dentro de los márgenes de la modalidad es Villa Clara, en el que se destaca, por su relevancia a nivel nacional, la Universidad Central “Marta Abreu” de Las Villas, catalogada como institución de excelencia. A pesar de las valiosas oportunidades y fortalezas, la universidad aún no alcanza los niveles de gestión requeridos para la modalidad de eventos. En este sentido, y tomando como base el interés de la dirección universitaria, la investigación se perfila en lograr una proyección estratégica de la misma; comenzando por un análisis bibliográfico, que permita sentar las bases teóricos-metodológicas y la decantación por los procedimientos de Bermúdez (2013) y Peñalver (2015), ambos científicamente probados, y dirigidos, respectivamente, al diagnóstico y proyección estratégica de la modalidad; acaeciendo en un conjunto de objetivos y acciones estratégicas por áreas de resultados claves, dirigidas a la solución de la problemática identificada. Fueron utilizados métodos y técnicas tales como la revisión documental y procesamiento de encuestas
Event tourism is currently one of the tourism modalities that reports large margins of income worldwide and a diverse range of commercial benefits. Cuba has great potential to face this market, both in the different branches of science, environment and culture and in infrastructure available in the development of events. One of the main destinations within the margins of the modality is Villa Clara, in which the Universidad Central "Marta Abreu" de Las Villas, cataloged as an institution of excellence, stands out for its relevance at a national level. In spite of the valuable opportunities and strengths, the university still does not reach the levels of management required for the modality of events. In this sense, and based on the interest of the university management, the research is shaping up to achieve a strategic projection of it starting with a bibliographic analysis, which allows to establish the theoretical-methodological bases and the decanting by the procedures of Bermúdez (2013) and Peñalver (2015), both scientifically proven, and directed, respectively, to the diagnosis and strategic projection of the modality; occurring in a set of objectives and strategic actions by areas of key results, aimed at solving the identified problem. Methods and techniques such as document review and survey processing were used.
Event tourism is currently one of the tourism modalities that reports large margins of income worldwide and a diverse range of commercial benefits. Cuba has great potential to face this market, both in the different branches of science, environment and culture and in infrastructure available in the development of events. One of the main destinations within the margins of the modality is Villa Clara, in which the Universidad Central "Marta Abreu" de Las Villas, cataloged as an institution of excellence, stands out for its relevance at a national level. In spite of the valuable opportunities and strengths, the university still does not reach the levels of management required for the modality of events. In this sense, and based on the interest of the university management, the research is shaping up to achieve a strategic projection of it starting with a bibliographic analysis, which allows to establish the theoretical-methodological bases and the decanting by the procedures of Bermúdez (2013) and Peñalver (2015), both scientifically proven, and directed, respectively, to the diagnosis and strategic projection of the modality; occurring in a set of objectives and strategic actions by areas of key results, aimed at solving the identified problem. Methods and techniques such as document review and survey processing were used.
Descripción
Palabras clave
Modalidades Turísticas, Turismo de Eventos, Destinos Turísticos, Beneficios Comerciales