Perfil del cliente Benelux para el destino Cienfuegos.
Fecha
2019-06-25
Autores
Pérez Cardoso, Rosana
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Editor
Universidad Central "Marta Abreu" de las Villas.Facultad de Ciencias Económicas.Departamento de Turismo
Resumen
La aplicación de la filosofía de marketing en la gestión de las empresas y planificación de los destinos turísticos es de vital importancia debido a la creciente competencia en el sector. De ahí a que cada una deba plantearse la imperiosa necesidad de conocer a sus clientes reales y potenciales y definir su perfil, empleando para ello la investigación de mercados como fuente de información segura para su posterior estrategia y posicionamiento. Entre las tendencias actuales se encuentran segmentos poco atendidos o que no se están explotando al máximo, que pueden ofrecer altos índices de rentabilidad, entre ellos destaca el mercado Benelux. El presente trabajo persigue definir el perfil del cliente Benelux que visita el destino Cienfuegos, para la toma de decisiones comerciales efectivas, a través de la aplicación de métodos que responden tanto al nivel teórico, como al nivel empírico. Se utilizaron una serie de técnicas que permitieron recopilar información concerniente al mercado objeto de estudio, entre ellos, la revisión documental, el análisis de información estadística, encuestas y entrevistas. La aplicación del procedimiento para la segmentación de la demanda turística en entidades hoteleras de Sacerio (2013), posibilitó la identificación de tres grupos o segmentos de mercado turístico dentro del mercado Benelux que visita el destino Cienfuegos y la conformación de su correspondiente perfil, lo cual brinda la información imprescindible para planificar su oferta, y adaptar y combinar los diferentes elementos/recursos a las necesidades y deseos de cada grupo.
The implementation of the marketing philosophy in business management and planning of the tourist destinations is of vital importance due to the growing competition in the sector. Hence, each company should take into account the urgent necessity to know their real and potential clients, and to define their profile, by using market research as source of factual information for their later strategy and positioning. Among the current tendencies, some segments are poorly served or are not exploited to the maximum, which can offer high indexes of profitability, such as Benelux. The present work aims to define the profile of the Benelux clients who visit Cienfuegos destination, for the taking of effective commercial decisions, through the use of methods that belong either to the theoretical or the empirical level. A series of techniques that allowed to gather information about the market as the subject matter were used; among them, the documentary review, the analysis of statistical information, surveys and interviews. The application of the procedure for the segmentation of the tourist demand in the hotel entities of Sacerio (2013) facilitated the identification of three groups of segments of tourist market (inside the market Benelux) that visit the Cienfuegos destination and the conformation of the corresponding profile, which offers essential information to plan their supply, and to adapt the different elements/resources to the necessities and desires of each group and combine them.
The implementation of the marketing philosophy in business management and planning of the tourist destinations is of vital importance due to the growing competition in the sector. Hence, each company should take into account the urgent necessity to know their real and potential clients, and to define their profile, by using market research as source of factual information for their later strategy and positioning. Among the current tendencies, some segments are poorly served or are not exploited to the maximum, which can offer high indexes of profitability, such as Benelux. The present work aims to define the profile of the Benelux clients who visit Cienfuegos destination, for the taking of effective commercial decisions, through the use of methods that belong either to the theoretical or the empirical level. A series of techniques that allowed to gather information about the market as the subject matter were used; among them, the documentary review, the analysis of statistical information, surveys and interviews. The application of the procedure for the segmentation of the tourist demand in the hotel entities of Sacerio (2013) facilitated the identification of three groups of segments of tourist market (inside the market Benelux) that visit the Cienfuegos destination and the conformation of the corresponding profile, which offers essential information to plan their supply, and to adapt the different elements/resources to the necessities and desires of each group and combine them.
Descripción
Palabras clave
Marketing en la Gestión de las Empresas, Demanda Turística en Entidades Hoteleras de Sacerio, Cliente Benelux