La imagen de destinos turísticos aplicable al caso de "Los cayos de Villa Clara"
Archivos
Fecha
2007-06-24
Autores
Braña Menejía, Kaylen
Alonso Borrego, Dislaine
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Central “Marta Abreu” de Las Villas
Resumen
El presente trabajo aborda la necesidad de determinar la percepción o imagen que poseen los
turistas del destino turístico “Cayos de Villa Clara”, siendo el mismo uno de los polos turísticos de
mayores perspectivas de desarrollo de nuestro país, por tanto es de interés realizar un estudio más
profundo sobre el tema. Para el desarrollo de la investigación se realizó un análisis bibliográfico que
abarcó diferentes temas relacionados con el sector turístico y específicamente con la Imagen de
Destinos Turísticos, así como el grado de satisfacción del turista, etc. Consecutivamente se incluyó el
análisis de la metodología existente y dentro de esta, la importancia que se le concede al estudio,
caracterizándose además de forma general el destino en cuestión. Por último y constituyendo el
objetivo primordial de este Trabajo de Diploma, medir la imagen realmente percibida por los turistas
que visitan el destino turístico Cayos de Villa Clara a partir del diseño y aplicación de un instrumento,
con vistas a identificar las fortalezas y debilidades que presenta el destino turístico, promocionar de
modo eficiente y eficaz el destino hacia su mercado de referencia y facilitar el desarrollo turístico en
esta área geográfica. Dicho instrumento, soportado en un cuestionario, se aplicará a una muestra
significativa de 97 turistas, a través de un muestreo estratificado, permitiendo trabajar un índice de
error aceptable.
This paper deals with the need of define the perception or image tourists have on the Villa Clara Keys, as touristic destination, being the latter on the areas with the biggest developing possibilities in the whole country. Therefore it is important to make a deeper assessment on the topic. To carry out this research a bibliographic analysis was made, based on the different topics to tourism and specifically on the image of touristic destinations. Also the satisfaction levels of the customers were analysed. Followingly an analysis of the existent methodology was made and, as part of it, the importance given to the research being also characterized the destination as a whole. Summing up, and as part of the main aim of the paper, assessing the actually received image by tourists who visit the destination Villa Clara Keys out of the design and application of a tool looking forward the strengths and weaknesses present in this touristic area, promoting efficiently the destination towards the referred market and, making easier the touristic development in the area. The so-mentioned tool, supported on an enquiry, will be applied to a significant 97 tourists sample, through a stratified assessment, giving it the possibility to an acceptable mistake percentage.
This paper deals with the need of define the perception or image tourists have on the Villa Clara Keys, as touristic destination, being the latter on the areas with the biggest developing possibilities in the whole country. Therefore it is important to make a deeper assessment on the topic. To carry out this research a bibliographic analysis was made, based on the different topics to tourism and specifically on the image of touristic destinations. Also the satisfaction levels of the customers were analysed. Followingly an analysis of the existent methodology was made and, as part of it, the importance given to the research being also characterized the destination as a whole. Summing up, and as part of the main aim of the paper, assessing the actually received image by tourists who visit the destination Villa Clara Keys out of the design and application of a tool looking forward the strengths and weaknesses present in this touristic area, promoting efficiently the destination towards the referred market and, making easier the touristic development in the area. The so-mentioned tool, supported on an enquiry, will be applied to a significant 97 tourists sample, through a stratified assessment, giving it the possibility to an acceptable mistake percentage.
Descripción
Palabras clave
Imagen, Destinos Turísticos, Planificación Estratégica de Marketing, Cayos de Villa Clara