Diseño del producto turístico integrado de naturaleza “Knowing Santa María”, en la Agencia Viajes Cubanacán Sucursal Centro
Fecha
2009-06-24
Autores
Bermúdez Zamora, Ailyn
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
El fenómeno turístico es dinámico y complejo. En él repercuten cambios sociales y
económicos, incidiendo en los comportamientos de la demanda turística internacional y
por consiguiente en la oferta. De ahí que este trabajo investigativo se dirija a la
satisfacción de las nuevas tendencias del mercado a través del diseño de un producto
turístico de carácter integrador, auténtico y novedoso, utilizando el procedimiento sobre
bases participativas para el diseño de productos turísticos integrados en el Destino Cuba
propuesto por Machado, Hernández (2008). Se adopta la modalidad de Turismo de
Naturaleza para penetrar el mercado, aprovechando el auge que esta ha cobrado en la
mente de los consumidores y las potencialidades existentes en el territorio para su
desarrollo. Dado el importante papel en la comercialización del producto turístico de las
Agencias de Viaje, se realiza un diagnóstico comercial en la Agencia Viajes Cubanacán
Sucursal Centro, determinando las oportunidades posibles a aprovechar y las
debilidades con necesidad de corregir para la venta e implementación del producto,
contribuyendo a la diversificación de la oferta de opcionales turísticas en la provincia
The phenomenon of tourism is dynamic and complex. Social and economic changes have an effect on this phenomenon, thus impacting on the behavior of the international tourist demand and consequently, on the offer. Hence, this paper addresses the issue of the satisfaction of new market trends through the design of an all-encompassing, authentic and novel tourist product, by using the procedure on participative bases for the design of integrated tourist products for the destination Cuba, as proposed by Machado & Hernandez (2008). The modality of Nature Tourism is adopted in order to penetrate the market, taking advantage on the fact that this modality of tourism has gained a lot of popularity with prospective customers, and due to the potential existing in the territory for its growth. Given the role that travel agencies play in the commercialization of tourist products, a commercial diagnosis is carried out in the Travel Agency Cubanacán, Central Branch, so as to determine the possible factors that can be taken advantage of as well as the weaknesses that need correcting so that the product can be implemented and sold, thus contributing to the diversification of the offer of tourist optionals in the province.
The phenomenon of tourism is dynamic and complex. Social and economic changes have an effect on this phenomenon, thus impacting on the behavior of the international tourist demand and consequently, on the offer. Hence, this paper addresses the issue of the satisfaction of new market trends through the design of an all-encompassing, authentic and novel tourist product, by using the procedure on participative bases for the design of integrated tourist products for the destination Cuba, as proposed by Machado & Hernandez (2008). The modality of Nature Tourism is adopted in order to penetrate the market, taking advantage on the fact that this modality of tourism has gained a lot of popularity with prospective customers, and due to the potential existing in the territory for its growth. Given the role that travel agencies play in the commercialization of tourist products, a commercial diagnosis is carried out in the Travel Agency Cubanacán, Central Branch, so as to determine the possible factors that can be taken advantage of as well as the weaknesses that need correcting so that the product can be implemented and sold, thus contributing to the diversification of the offer of tourist optionals in the province.
Descripción
Palabras clave
Evolucíon del Turismo, Diseño de Productos Turísticos, Agencias de Viajes