Integración y diseño del producto turístico: aplicado a a Región Central del destino Cuba

Abstract

The tourist destinations have had to incorporate new concepts in their administration, due to the globalization of the markets in general and of the tourist activity in particular, what has caused an increment in their competition level, for the sake of to wake up interest in the potential tourist and to be positioned in the place selected for their next vacations. These elements are inserted in the administration process, they force to the pattern of traditional administration to evolve, and they improve this way the competitiveness of the destination and the economic results. The commercialization of the destinations should pursue the consolidation and the growth, under a marketing philosophy, and to contribute in a sustained way, balanced and growing to its development. In such a sense the present investigation proposes, on the base of the current tendencies of the tourist consumption, a scientifically based procedure that it is able to design new integrated tourist products that allow an integration strategy in the commercial administration of the destination, and they validate the same one by means of its practical application in the design of products subjecting it in the opinion of experts.