Perfil del mercado cubano para el Hotel Dhawa Cayo Santa María
Fecha
2019-06-25
Autores
Santos León, Arianni
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Editor
Universidad Central "Marta Abreu" de las Villas.Facultad de Ciencias Económicas.Departamento de Turismo
Resumen
En Cuba, la actividad turística constituye uno de los sectores priorizados de la economía con crecimientos anuales significativos, sin embargo los principales segmentos con que opera el país se han debilitado dado la crisis económica mundial y el recrudecimiento del bloqueo de los EEUU, lo que indica la necesidad de diversificar los productos turísticos y captar nuevos segmentos de mercados, así como la consolidación de los ya existentes. En este sentido se observa un incremento del mercado turístico nacional susceptible de aprovecharse para disminuir la estacionalidad que provoca el internacional. La presente investigación se realizó con el objetivo de diseñar el perfil de los turistas nacionales del mercado interno en el Hotel Dhawa Cayo Santa María, para favorecer así la gestión de comercialización en esta entidad. En la misma se emplearon diferentes métodos e instrumentos empíricos del conocimiento científico como: el análisis documental, la encuesta personal, además de herramientas estadísticas para el procesamiento de los datos. Los resultados muestran la confección del perfil de clientes a partir del estudio de los productos preferidos por este mercado y los factores claves en su decisión de compra, lo que proporciona una herramienta comercial eficaz para el diseño de estrategias comerciales y la conformación de nuevas ofertas, más personalizadas y acordes a sus expectativas y necesidades.
In Cuba, tourism activity is one of the priority sectors of the economy with significant annual growth, however the main segments with which the country operates have weakened giving the global economic crisis and the resurgence of the USA blockade, which indicates the need to diversify tourism products and attract new market segments, as well as the consolidation of existing ones. In this sense, there is an increase in the national tourism market that can be exploited to reduce the seasonality caused by the international market. The present investigation was carried out with the objective of designing the profile of the domestic tourists of the internal market in the Hotel Dhawa Cayo Santa María, to favor this way the marketing management in this entity. In it, different methods and empirical instruments of scientific knowledge were used, such as: documentary analysis, personal survey, as well as statistical tools for data processing. The results show the preparation of the profile of clients from the study of the preferred products by this market and the key factors in their purchase decision, which provides an effective commercial tool for the design of commercial strategies and the formation of new offers, more personalized and according to your expectations and needs.
In Cuba, tourism activity is one of the priority sectors of the economy with significant annual growth, however the main segments with which the country operates have weakened giving the global economic crisis and the resurgence of the USA blockade, which indicates the need to diversify tourism products and attract new market segments, as well as the consolidation of existing ones. In this sense, there is an increase in the national tourism market that can be exploited to reduce the seasonality caused by the international market. The present investigation was carried out with the objective of designing the profile of the domestic tourists of the internal market in the Hotel Dhawa Cayo Santa María, to favor this way the marketing management in this entity. In it, different methods and empirical instruments of scientific knowledge were used, such as: documentary analysis, personal survey, as well as statistical tools for data processing. The results show the preparation of the profile of clients from the study of the preferred products by this market and the key factors in their purchase decision, which provides an effective commercial tool for the design of commercial strategies and the formation of new offers, more personalized and according to your expectations and needs.
Descripción
Palabras clave
Actividad Turística, Hotel Dhawa Cayo Santa María, Incremento del Mercado Turístico Nacional