Propuesta de Estrategia Integral de Marketing para el destino turístico de sol y playa Cayos de Villa Clara
Fecha
2009-07-24
Autores
Castro Pérez, Yelena
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Los destinos turísticos han tenido que incorporar nuevos conceptos en su gestión,
debido a la globalización de los mercados en general y de la industria turística en
particular, provocando un incremento en el nivel de competencia entre los destinos, que
buscan despertar interés en el turista potencial y posicionarse en el lugar seleccionado
para sus próximas vacaciones. Estos elementos se van insertando en el proceso de
gestión, obligando al modelo de negocio tradicional a evolucionar hacia nuevos modelos,
mejorando así los resultados económicos y la competitividad del destino. Es aquí donde
el marketing y la comercialización de los destinos deben perseguir la consolidación y
crecimiento, contribuyendo de forma sostenida, equilibrada y creciente a su desarrollo.
En este contexto, Cuba se abre al mundo como un destino que permite el
enriquecimiento del turista, mediante el contacto con los atractivos turísticos. En la región
central de dicha isla caribeña existe un destino turístico en desarrollo: Cayos de Villa
Clara. En este destino, la gestión de marketing se desarrolla independiente por cada
instalación hotelera, influyendo en la pérdida de cuota de mercado a favor de destinos
turísticos que han sabido responder a las exigencias actuales del mercado. Para
responder a la problemática se propone en el presente trabajo un una estrategia para la
gestión integrada de marketing del destino Cayos de Villa Clara, aplicando un
procedimiento de gestión integrada de marketing científicamente fundamentado.
The tourist destinations have had incorporated new models of management, because the markets and the tourism have changed. The level of competition between the destinations has grown, seeking to attract the potential tourists and search to be chosen for the next vacations of the tourists. These elements are inserted in the process of management, forcing the model of traditional business to evolve towards new models, improving the economic results and the competitiveness of the destination. That way the marketing of the destinations must prosecute the consolidation and growth. Contributing from supported, balanced and increasing form to his development. In this context, Cuba develops as a destination that allows the enrichment of the tourist; by means of the contact with diverse tourist attractions. There is a tourist destination in development: Villa Clara Keys, in the central region of Cuba. The management of marketing develops independently for every hotel of the destination; provoking loss of market share, which they go to other tourist destinations that have could answer to the current requirements of the market. To give a response to the scientist problem, it is proposed in this work a strategy for the integrated management of marketing at the destination: Villa Clara Keys, by means of applying an integrated-management procedure of marketing scientistically proved.
The tourist destinations have had incorporated new models of management, because the markets and the tourism have changed. The level of competition between the destinations has grown, seeking to attract the potential tourists and search to be chosen for the next vacations of the tourists. These elements are inserted in the process of management, forcing the model of traditional business to evolve towards new models, improving the economic results and the competitiveness of the destination. That way the marketing of the destinations must prosecute the consolidation and growth. Contributing from supported, balanced and increasing form to his development. In this context, Cuba develops as a destination that allows the enrichment of the tourist; by means of the contact with diverse tourist attractions. There is a tourist destination in development: Villa Clara Keys, in the central region of Cuba. The management of marketing develops independently for every hotel of the destination; provoking loss of market share, which they go to other tourist destinations that have could answer to the current requirements of the market. To give a response to the scientist problem, it is proposed in this work a strategy for the integrated management of marketing at the destination: Villa Clara Keys, by means of applying an integrated-management procedure of marketing scientistically proved.
Descripción
Palabras clave
Marketing, Cayos de Villa Clara, Gestión Integrada, Gestión Comercial, Mercado Turístico