Atractividad - competitividad de destino turístico. Evaluación de Holguín para el mercado estadounidense / Attractiveness - Tourism destination competitiveness. Evaluation of Holguín for US market

Abstract

El restablecimiento de las relaciones diplomaticas entre Cuba y Estados Unidos en 2015 provoco un crecimiento importante del flujo de visitantes estadounidenses a Cuba. A pesar de las restricciones legales que en la actualidad desestimulan dichos flujos, se considero conveniente evaluar la atractividad - competitividad del destino turistico Holguin para distintos segmentos de clientes estadounidenses. Se propuso la aplicacion de un \xa0procedimiento \xa0y se determinaron los aspectos favorables y desfavorables que presenta el destino en relacion con la atractividad turistica, asi como la posicion competitiva que ocupa la provincia \xa0para los segmentos de yatistas, cruceristas y los que acceden por via aerea. Se realizaron recomendaciones para favorecer la gestion efectiva del mercado.\xa0 Abstract The restoration of diplomatic relations between Cuba and the United States in 2015 caused a significant growth in the flow of American visitors to Cuba. In spite of the legal restrictions currently discouraging such flows, it was considered convenient to evaluate the attractiveness - competitiveness of the Holguin tourist destination for different segments of US clients. To develop the study, a procedure was proposed, which considers the best previous experiences and combines the analysis of attractiveness and competitiveness. As a result of the application of the procedure were determined the favorable and unfavorable aspects of the Holguin destination in relation to the tourist attractiveness for each segment studied; as well as the competitive position occupied by Holguin for the segments of yachtsmen, cruise passengers and those who access by air. Recommendations were made to favor the effective management of the Holguin destination for this market.