Perfil del viajero estadounidense de cruceros que visita la ciudad de Cienfuegos
Fecha
2019-06-25
Autores
Rodríguez Fernández, Elizabeth
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Universidad Central "Marta Abreu" de las Villas.Facultad de Ciencias Económicas.Departamento de Turismo
Resumen
El entorno altamente competitivo y cambiante en que se desenvuelven las organizaciones turísticas en la actualidad, demanda de ellas una adaptación constante sobre la base de la gestión de la información y el conocimiento, devenida en valioso recurso para la toma de decisiones oportunas e inteligentes en el seno de la empresa que, garanticen su subsistencia, diferenciación, rentabilidad y posicionamiento ante el mercado. En particular, los continuos cambios en las características de los consumidores imponen enormes retos a las empresas del sector en pos de su satisfacción y fidelización. En este contexto, urge la implementación de un adecuado sistema de información de marketing, que integre la información generada tanto al interior como al exterior de la empresa, unido al desarrollo de estudios de mercado que permitan la accesibilidad de los encargados de la toma de decisiones a la información precisa que necesitan en el momento oportuno. La presente investigación se centra en la determinación del perfil del viajero estadounidense de cruceros que visita la ciudad de Cienfuegos, mediante la aplicación del procedimiento de investigación de mercados propuesto por Malhotra et al. (2017), seleccionado como parte de un exhaustivo análisis comparativo. Los resultados de la investigación dotan a la Agencia de Viajes Havanatur Tour & Travel Centro (encargada de brindar asistencia a este mercado), de información objetiva y representativa sobre la cual fundamentar sus decisiones y acciones comerciales respecto al mismo. Para ello fueron empleados varios métodos, técnicas y herramientas, como el análisis documental, árbol de problemas, entrevista, encuesta, análisis factorial, entre otros.
The highly competitive and changing environment in which tourism organizations operate today requires a constant adaptation based on the management of information and knowledge, becoming a valuable resource for making timely and intelligent decisions inside the company, guaranteeing its subsistence, differentiation, profitability and positioning before the market. In particular, the continuous changes in the characteristics of consumers impose enormous challenges for companies in the sector in pursuit of their satisfaction and loyalty. In this context, it is urgent to implement an adequate marketing information system, which integrates the information generated both inside and outside the company, together with the development of market studies that allow the accessibility of the decision makers to the precise information they need at the right time. The present investigation focuses on the determination of the profile of the American cruise traveler who visits Cienfuegos City, through the application of the marketing research procedure proposed by Malhotra et al. (2017), selected as part of an exhaustive comparative analysis. The results of the present investigation endow Havanatur Tour & Travel Centro Travel Agency (which is responsible for providing assistance to this market), with objective and representative information to base its decisions and commercial actions regarding it. In order to achieve it, several methods, techniques and tools were used, such as document analysis, the problem tree, interview, survey, among others.
The highly competitive and changing environment in which tourism organizations operate today requires a constant adaptation based on the management of information and knowledge, becoming a valuable resource for making timely and intelligent decisions inside the company, guaranteeing its subsistence, differentiation, profitability and positioning before the market. In particular, the continuous changes in the characteristics of consumers impose enormous challenges for companies in the sector in pursuit of their satisfaction and loyalty. In this context, it is urgent to implement an adequate marketing information system, which integrates the information generated both inside and outside the company, together with the development of market studies that allow the accessibility of the decision makers to the precise information they need at the right time. The present investigation focuses on the determination of the profile of the American cruise traveler who visits Cienfuegos City, through the application of the marketing research procedure proposed by Malhotra et al. (2017), selected as part of an exhaustive comparative analysis. The results of the present investigation endow Havanatur Tour & Travel Centro Travel Agency (which is responsible for providing assistance to this market), with objective and representative information to base its decisions and commercial actions regarding it. In order to achieve it, several methods, techniques and tools were used, such as document analysis, the problem tree, interview, survey, among others.
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Palabras clave
Organizaciones Turísticas, Sistemas de Información de Marketing, Gestión de la Información y el Conocimiento