Aplicación del procedimiento participativo para el diseño del producto: “El Valle: entre azúcar y haciendas”en el Destino Trinidad. en el
Fecha
2009-06-24
Autores
Nápoles Zborovskaya, Eduardo
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Editor
Universidad Central “Marta Abreu” de Las Villas
Resumen
La presente investigación aborda el diseño de un producto turístico (excursión) en el Valle de los Ingenios, ubicado en el Destino turístico Trinidad. Crear un nuevo producto, saber presentarlo, combinarlo o relanzarlo bajo nuevas condiciones, forma parte de los aspectos a considerar en el mix del producto turístico. El Destino Trinidad constituye uno de los destinos históricos culturales más importantes para el país, tanto por el inventario de recursos con que cuenta, como por el volumen de clientes que recibe; por lo que la diversificación de la oferta, en el competitivo entorno en que se desarrolla, constituye uno de los puntos clave en la comercialización del destino. Con este fin fueron analizados varios procedimientos utilizados para el desarrollo de nuevos productos, seleccionando el procedimiento participativo para la elaboración de productos turísticos integrados propuesto por Machado y Cuevas en 2007. El producto turístico diseñado tiene por objetivo responder a una demanda insatisfecha identificada en el mercado turístico que visita el Destino Trinidad; ampliar el desarrollo turístico del Valle de los Ingenios y aprovechando la concentración de turistas en el destino, potenciar las ventas de opcionales turísticas de forma que implique un crecimiento de los ingresos del turismo en el territorio. El principal valor de este trabajo radica en la necesidad de crear novedosas y diversas ofertas sobre la base de la integración de todos los atractivos y componentes del destino, logrando la autenticidad de las mismas, de acuerdo a las nuevas tendencias del mercado internacional.
This research deals with the design of a tourist product in “The Sugar Mill Valley”, located in the Trinidad touristic resort. Some important aspects to take into account in the mix of touristic product are the creation of a new product, to know how to present it, combine it or relaunch it under new conditions. Trinidad is one of the most important historical and cultural destinations in the country, both for the inventory of resources available and the number of costumers who visit it. Therefore, one of the key issues when selling the destination is the supply diversification in the competitive context it develops. Having this in mind, a number of procedures were analyzed when creating new products, selecting the participative process in the creation of integrated products proposed by Machado and Cuevas in 2007. The tourist product designed intends to provide a solution to the unmet demand that has been identified in the touristic market that visit Trinidad, to increase the development of “The Sugar Mill Valley” as well as giving a major boost to the sales of different touristic choices (due to the great amount of tourists in the destination), which implies a revenue growth of tourism in the area. The main value of this research is the need to create new and different offers based on the integration of all the components in the destination, ensuring their authenticity accordingly with the new tendencies of the international market
This research deals with the design of a tourist product in “The Sugar Mill Valley”, located in the Trinidad touristic resort. Some important aspects to take into account in the mix of touristic product are the creation of a new product, to know how to present it, combine it or relaunch it under new conditions. Trinidad is one of the most important historical and cultural destinations in the country, both for the inventory of resources available and the number of costumers who visit it. Therefore, one of the key issues when selling the destination is the supply diversification in the competitive context it develops. Having this in mind, a number of procedures were analyzed when creating new products, selecting the participative process in the creation of integrated products proposed by Machado and Cuevas in 2007. The tourist product designed intends to provide a solution to the unmet demand that has been identified in the touristic market that visit Trinidad, to increase the development of “The Sugar Mill Valley” as well as giving a major boost to the sales of different touristic choices (due to the great amount of tourists in the destination), which implies a revenue growth of tourism in the area. The main value of this research is the need to create new and different offers based on the integration of all the components in the destination, ensuring their authenticity accordingly with the new tendencies of the international market
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Palabras clave
Marketing, Diseño de Productos Turísticos