Propuesta de una Estrategia de Posicionamiento del Destino Cayos de Villa Clara en el Mercado Turístico Ruso
Fecha
2009-07-24
Autores
Chávez Hernández, Mexy
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
The tourism is one of the most important economic activities in the world that crosses so
much for a series of transformations in its economic structure, like in its objectives and
reaches. This has caused an increase in the demand of tourist services that respond to
the new preferences of the consumers. The Russian tourist market has reached the
eighth place in arrivals to Cuba according to figures of the ONE; existing in this market
multiple segments and motivations that look for Destinations of Sun and Beach
fundamentally with such requirements as security and cleaning of the place, as well as
the interest for the sun, beaches, the enjoyment in activities of active leisure, of pleasure
and a lot of amusement, the direct contact with the nature, showing Interest for beach
hotels and in régime of Everything Included with comfortable prices in hotels of 4 and 5
stars. The competitiveness among the Tourist Destinations is increasing. That is why is
necessary to apply a strategy, with the main purpose to strengthen the competitive
advantages with the biggest possible effectiveness, that it allows the diversification of the
market and the offer. The present work has as central objective, to propose the
development of strategies of positioning of the Sun and Beach product of the Villa Clara
Keys Destination in the Russian tourist market, starting from the selection of the
competitive advantages, on the base of the integration of the Destination-clientcompetition,
in the call strategic triangle.
Descripción
Palabras clave
Mercado Turístico, Marketing, Gestión Comercial, Cayos de Villa Clara