Procedimiento para diseñar productos turísticos náuticos integrados. Aplicación en Marina Gaviota Cayo Santa María
Fecha
2009-06-25
Autores
Hernández Díaz, Juan Carlos
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Esta investigación se realizó en la Marina GAVIOTA Cayo Santa María, situada en el Destino Turístico Cayos de Villa Clara. Esta Unidad comenzó sus operaciones con el objetivo de brindar servicios náuticos recreativos al turismo internacional. La entidad se encuentra en circunstancias estratégicas que le permiten ampliar su oferta en función de la diversificación y renovación del producto aprovechando las fortalezas que posee. Para dar solución a esta situación se propone, a partir de la adaptación del procedimiento participativo para el diseño de productos, un nuevo producto náutico integrado de vida a bordo denominado “En Busca del Tesoro de Jack Rackham”, el cual propone una perspectiva multi-motivacional y activa del turismo, por lo que se logra satisfacer las nuevas necesidades del mercado turístico internacional, donde el cliente se sienta protagonista y viva la experiencia más que contemplar los atractivos a su alrededor.
This investigation was carried out at Marina GAVIOTA Cayo Santa María, spotted at Touristic destiny key of Villa Clara. This enterprise began operating in 2004 and it was created to deliver nautical and recreative services to international tourism, using all the means needed for the activity. Its main costumers are the tourists that stay at the hotels in the Pole, which get access to the excursions through tourism buroes of Travel Agencies at the hotels. The main market that the Marina operates is from Canada, with more than 80% of arrivals. The operative and the economical management of this enterprise have been very successful, with a remarkable growth from the starts until today, improving its operative capacity every year. As a result of the analysis of the current situation of the commercial operations of the Marina, it is shown that it’s situated into strategic circumstances in which there are lots of opportunities and they can be made use of through the strengths of the enterprise. To solve this, it was proposed the creation of a new touristic product of Live on Board, named “En Busca del Tesoro de Jack Rackham”. This product offers a perspective of multiple motivations in which the tourist feels like the main character in the scene and is able to live the experience more than just staying in a passive position.
This investigation was carried out at Marina GAVIOTA Cayo Santa María, spotted at Touristic destiny key of Villa Clara. This enterprise began operating in 2004 and it was created to deliver nautical and recreative services to international tourism, using all the means needed for the activity. Its main costumers are the tourists that stay at the hotels in the Pole, which get access to the excursions through tourism buroes of Travel Agencies at the hotels. The main market that the Marina operates is from Canada, with more than 80% of arrivals. The operative and the economical management of this enterprise have been very successful, with a remarkable growth from the starts until today, improving its operative capacity every year. As a result of the analysis of the current situation of the commercial operations of the Marina, it is shown that it’s situated into strategic circumstances in which there are lots of opportunities and they can be made use of through the strengths of the enterprise. To solve this, it was proposed the creation of a new touristic product of Live on Board, named “En Busca del Tesoro de Jack Rackham”. This product offers a perspective of multiple motivations in which the tourist feels like the main character in the scene and is able to live the experience more than just staying in a passive position.
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Palabras clave
Destino Turístico, Producto Turístico Náutico, Diseño de Productos Turísticos