Propuesta de una Estrategia de Posicionamiento del Destino Cayos de Villa Clara en el Mercado Turístico Ruso

Abstract

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.