Estrategía de proyección del turismo de eventos e incentivos en el complejo hotelero Memories Paraíso Azul
Fecha
2017-06-18
Autores
Taboada Vega, Kathleen Bárbara
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Editor
Universidad Central "Marta Abreu" de Las Villas. Facultad Ciencias Económicas. Departamento de Turismo
Resumen
El Turismo de Eventos e Incentivos se presenta en la actualidad como una alternativa tentadora, reportando significativos ingresos, contribuyendo a disminuir los efectos de la estacionalidad y reportando una amplia gama de beneficios comerciales, todo lo cual ha condicionado un crecimiento paulatino. En este sentido, Cuba cuenta con importantes potencialidades para hacer frente a este mercado. Uno de los principales destino dentro de los márgenes de la modalidad, es el destino Cayos de Villa Clara, en el que destaca, por su singular infraestructura, capaz de dar sede a eventos de gran formato, el Complejo Hotelero Memories Paraíso Azul, conformado por los hoteles Starfish, Royalton y Memories. A pesar de las valiosas oportunidades y fortalezas, el Complejo aún no alcanza los niveles de gestión requeridos para la modalidad. En este sentido, y tomando como primicia el interés de la Alta Dirección del Complejo, se perfiló la investigación en pos de lograr una proyección estratégica de la modalidad. De tal manera se partió de un análisis bibliográfico, que permitió sentar las bases teórico-metodológicas requeridas y la decantación por los procedimientos de Bermúdez (2013) y Peñalver (2015), ambos científicamente probados, y dirigidos, respectivamente, al diagnóstico y proyección estratégica del Turismo de Eventos e Incentivos; deviniendo en un conjunto de objetivos y acciones estratégicas por Áreas de Resultados Claves, dirigidas a la solución de la problemática identificada. Para esto fueron utilizados métodos y técnicas tales como la observación participante, revisión documental, procesamiento de encuestas y entrevistas no estructuradas.
Nowadays Event and Incentive Tourism, seems to be a tentative alternative, reporting numerous incomes and reducing the strong effects of seasonality while generating a huge spectrum of commercial benefits. All of this influences the unstoppable growth of this valuable tourist typology. In this way, Cuba counts with lots of potentialities to make front to this market’s requirements. Santa Maria key is one among lots of destinations for the modality, and it’s also the environment where is located one of the larger Hotel Complex in Cuba, Memories Paraçiso Azul. This complex conformed by Starfish, Royalton and Memories hotels, highlights because of its peculiar infrastructure, able to host high attendance events. Despite of the valuable opportunities and strengths, the Complex doesn’t achieve the required levels of management for the modality so far. Under this scope and following the strong interests from the Complex General Management, the investigation was focused on creating a projection strategy for event and incentive tourism. In this way, all started with a deep bibliographic research which allowed forming the required theoretical and methodological bases, and also, it permitted the accurate selection of two scientifically proved procedures: Bermúdez (2013) and Peñalver (2015) necessary to diagnose and designing the projection strategy respectively. The result was detailed in a sort of goals and strategic actions per key results areas addressed to solve the previously identified problematic situation. To achieve the results, were necessary certain techniques and methods such as: documentary revision, direct observation, survey`s data processing and non-structured interviews.
Nowadays Event and Incentive Tourism, seems to be a tentative alternative, reporting numerous incomes and reducing the strong effects of seasonality while generating a huge spectrum of commercial benefits. All of this influences the unstoppable growth of this valuable tourist typology. In this way, Cuba counts with lots of potentialities to make front to this market’s requirements. Santa Maria key is one among lots of destinations for the modality, and it’s also the environment where is located one of the larger Hotel Complex in Cuba, Memories Paraçiso Azul. This complex conformed by Starfish, Royalton and Memories hotels, highlights because of its peculiar infrastructure, able to host high attendance events. Despite of the valuable opportunities and strengths, the Complex doesn’t achieve the required levels of management for the modality so far. Under this scope and following the strong interests from the Complex General Management, the investigation was focused on creating a projection strategy for event and incentive tourism. In this way, all started with a deep bibliographic research which allowed forming the required theoretical and methodological bases, and also, it permitted the accurate selection of two scientifically proved procedures: Bermúdez (2013) and Peñalver (2015) necessary to diagnose and designing the projection strategy respectively. The result was detailed in a sort of goals and strategic actions per key results areas addressed to solve the previously identified problematic situation. To achieve the results, were necessary certain techniques and methods such as: documentary revision, direct observation, survey`s data processing and non-structured interviews.
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Palabras clave
Turismo de Eventos e Incentivos, Beneficios Comerciales