Los puent=
es de
Matanzas, más que un enlace
"The bridges of Matan=
zas,
more than a link''
|
=
1
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Patricia Inés Delgado Gómez
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Estudiante de tercer =
año
de la Carrera de Licenciatura en Turismo de la Universidad de Matanzas, C=
uba
paty.delgado@nauta.com.cu
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=
2
|
Bisleivys Jiménez Valero
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Doctora en Ciencias Técnicas, Profesora Titul=
ar
de la Universidad de Matanzas, Cuba.
bisleivys.jimenez@umcc.cu <=
/span>
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=
3
|
Elizabet Prado Chaviano
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Doctora en Ciencias
Pedagógicas, Profesora Titular de la Universidad de Matanzas, Cuba. elizabet.prado@umcc.cu =
|
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4
|
M=
anuel
de Jesús Vázquez Garriga
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|
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|
&nbs=
p;
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Ingeniero en Aviación, Profesor Auxiliar de la
Universidad de Matanzas, Cuba. <=
/span>manuel.vazquez@umcc.cu <=
/span>
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Artículo de Investigación
Científica y Tecnológica
Enviado: 14/02/2022=
Revisado: 20/03/2022
Aceptado: 04/04/2022
Publicado:25/05/2022
DOI: https://d=
oi.org/10.33262/concienciadigital.v5i2.1.2171 =
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Cítese:
|
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Delgado Gómez, P. I.,
Jiménez Valero, B., Prado Chaviano, E., & Vázquez Garriga, M. de J.
(2022). Los puentes de Matanzas, más que un enlace. ConcienciaDigital,
5(2.1), 93-116. https://d=
oi.org/10.33262/concienciadigital.v5i2.1.2171
&=
nbsp;
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&=
nbsp;
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CONCIE=
NCIA
DIGITAL, es una revista multidisciplinar, trimestral,
que se publicará en soporte electrónico tiene como misión contribu=
ir a
la formación de profesionales competentes con visión humaníst=
ica
y crítica que sean capaces de exponer sus resultados investigativos y cie=
ntíficos
en la misma medida que se promueva mediante su intervención cambios posit=
ivos
en la sociedad. https://concienciadigital.org
La rev=
ista
es editada por la Editorial Ciencia Digital (Editorial de prestigio
registrada en la Cámara Ecuatoriana de Libro con No de Afiliación 663) www.celibro.org.ec
<=
span
style=3D'text-decoration:none'>
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&=
nbsp;
|
Esta revista está protegida ba=
jo
una licencia Creative Commons Attribution Non Commercial No Derivatives 4=
.0
International. Copia de la licencia: http://creativecommons.org/licenses/by-nc-nd/4.0/<=
/o:p>
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Palabr=
as
claves: gestión turística, patrimonio
arquitectónico, turismo cultural, patrimonio cultural, puentes=
&=
nbsp;
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&=
nbsp;
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Resumen =
Dentro de las actividades del turismo, el
conocimiento de la cultura se ha convertido en uno de los principales mot=
ivos
que desplazan a los visitantes al país, por lo que el patrimonio cultural
puede constituir un atractivo que potencie los distintos productos que se
ofertan a los clientes. Tal es el caso del valor patrimonial que poseen l=
os
puentes de Matanzas, los cuales no son explotados debidamente con fines
turísticos. Precisamente, la correspondiente investigación abordó, cómo un
proyecto de gestión turística del patrimonio cultural de los puentes de
Matanzas, en específico a los puentes de la Concordia, el Calixto García =
y el
Sánchez Figueras, pueden contribuir a revalorizar este patrimonio cultura=
l.
En este se hace referencia a los aspectos teóricos conceptuales del
patrimonio y su relación con el turismo, el patrimonio cultural, los puen=
tes
como parte del patrimonio, las rutas turísticas, la gestión turística del
patrimonio cultural y los proyectos de gestión turística del patrimonio. =
Se
tomó como base la metodología cualitativa, a través de la fenomenología. Las técnicas de investigación
utilizadas fueron: la observación no participante y el análisis de
documentos. Como resultado de la investigación se diseñó un proyecto de
gestión del patrimonio cultural que consistió en una ruta turística llama=
da
“Los puentes de Matanzas, más que un enlace”, la cual revaloriza el
patrimonio cultural.
|
|
Keywords: tou=
rism
management, architectural heritage, cultural tourism, cultural heritage,
bridges.
|
|
Abstract=
Summary With=
in
the tourism activities, the knowledge of culture has become one of the ma=
in
reasons that attract visitors to country, so that cultural heritage can b=
e an
attraction that enhances the different products offered to customers. Suc=
h is
the case of the heritage value of the bridges in Matanzas, which are not
properly exploited for tourism purposes. Precisely, the corresponding
research addressed how a tourism management project for the cultural heri=
tage
of the bridges of Matanzas, specifically the bridges of La Concordia, Cal=
ixto
García and Sánchez Figueras, can contribute to the revaluation of this
cultural heritage. In this study, reference is made to the theoretical and
conceptual aspects of heritage and its relationship with tourism, cultural
heritage, bridges as part of heritage, tourist routes, tourism management=
of
cultural heritage and heritage tourism management projects. Qualitative
methodology was used as a basis, through phenomenology. The research
techniques used were: non-participant observation and document analysis. =
As a
result of the research, a cultural heritage management project was design=
ed,
consisting of a tourist route called "The bridges of Matanzas, more =
than
a link'', which revalorises the cultural heritage.
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<=
o:p>
Introducción.
A través de los
años el turismo se ha convertido en uno de los sectores más importantes par=
a la
economía del país, esto se debe a la diversificación de los productos que se
ofertan al cliente, uno de los motivos de la elección del destino es conoce=
r la
cultura cubana, y dentro de ello los recursos patrimoniales que se poseen, =
por
lo que se debe mejorar la consideración social de estos bienes, renovar un =
uso
social que en la mayoría de los casos se ha perdido y además captar fondos =
para
mejorar su conservación y gestión.
Para que se
elabore una gestión turística adecuada es importante la extensión de
instrumentos y técnicas para demostrar la relación existente entre turismo y
patrimonio.
Los temas acer=
ca
de la gestión del patrimonio cultural con fines turísticos han sido abordad=
os
por diversos autores a nivel internacional, regional y local, los cuales
constituyen importantes antecedentes.
En el mundo se
destacan varios autores que han abordado sobre este tema: Llull Peñalba (20=
05),
Etelka Debreczeni (2018), se destacan además los estudios de la Universidad=
de
Barcelona (2018), Velasco González (2019). En la región se destaca: Díaz Ca=
beza
(2010). En el marco local se consultó los trabajos de diploma de estudiante=
s de
las carreras de Licenciatura en Economía y en Licenciatura en Turismo, como=
la
tesis de diploma del autor Andy Gómez Sosa, titulada Propuesta de acciones =
de
mejora para el aprovechamiento del patrimonio cultural de Matanzas como rec=
urso
de interés turístico (2014), y la autora Linet Montejo Monteagudo, titulada
Diseño de rutas turísticas para complementar el turismo cultural en la ciud=
ad
de Matanzas (2021).
La gestión
turística del patrimonio cultural vinculado al patrimonio natural posee gran
importancia, pues encierra el potencial de promover a la diversidad y su
disfrute, permite enriquecer el capital social y conocer la identidad de sus
poblaciones que ven ahí el reflejo de su pasado. Debido a la escasez de
investigaciones acerca de este tema se hace evidente la necesidad de desarr=
ollar
una conciencia para el cuidado y protección de esos patrimonios, para la pu=
esta
en práctica como oferta turística y para que los visitantes que eligen a Cu=
ba
como destino de ocio continúen haciéndolo.
Varios son los
destinos que posee Cuba para desarrollar actividades culturales, pero no es=
tán
incluidos en carteras de servicios, ejemplo de esto es la provincia de
Matanzas, ubicada en el límite de la porción occidental de la isla, es la
segunda provincia en extensión y una de las que más contribuye al desarrollo
económico, sin duda es un verdadero complemento para miles de visitantes que
acuden cada año al famoso balneario de Varadero, localizado a solo unas dec=
enas
de kilómetros de la ciudad principal del territorio. Fundada en 1693 con el
nombre inicial de San Severino y San Carlos, también es conocida como la At=
enas
de Cuba e incluso llamado antaño la Venecia de América (por sus ríos, puent=
es y
canales, con una dinámica actividad comercial y cultural para la época).
Matanzas oculta tesoros en todas partes, no solo en sus playas, dentro de la
ciudad hay existencia de recursos patrimoniales que no están explotados del
todo como lo son los puentes de Matanzas. No hay otra ciudad en Cuba con más
puentes: cinco centenarios, más otros 24 de mayor o menor importancia, de l=
os
cuales no se ha estudiado con suficiente profundidad las potencialidades que
poseen para la realización de la modalidad de turismo cultural. Por lo que =
se
presenta así una situación problemática a resolver, pues a pesar que la ciu=
dad
de Matanzas fue declarada como destino turístico no se conciben planes de
gestión turística para los recursos patrimoniales del centro histórico urba=
no,
por lo que con esta investigación se pretende revalorizar los puentes de la
ciudad de Matanzas como recurso turístico.
Se plantea como
problema científico: ¿Cómo contribuir a la revalorización del patrimonio en=
el
centro histórico urbano de Matanzas, teniendo en cuenta los puentes como
recurso para la propuesta de un proyecto de gestión turística?
La población
objeto de estudio estuvo conformada por el apoyo brindado por Ercilio Vento
Canosa, historiador de la ciudad de Matanzas, que proporcionó documentos pa=
ra
la elaboración de la investigación. Se trabajó con una muestra no
probabilística, los cuales debían cumplir con los requisitos de selección
expuestos por los investigadores según los intereses de la presente
investigación. El tipo de muestreo fue por máxima variedad.
La metodología=
que
se asumió en la investigación fue la cualitativa, empleando la metodología =
de
la sistematización para la fundamentación teórica. También se utilizaron
herramientas estudiadas en las clases de Dirección integrada y evaluación de
proyectos, que ayudaron a facilitar, ordenar y analizar la situación existe=
nte
sobre los puentes en la ciudad de Matanzas, los medios de los que se dispone
para efectuarlo, disposición y aceptación.
Sobre este tema
los autores consideran que el estudio es pertinente, pues permite profundiz=
ar
en un tema que prácticamente no se ha investigado y además elaborar un proy=
ecto
que puede contribuir a la diversificación de la oferta turística en Matanza=
s y
revalorizar el valor cultural y arquitectónico de los puentes de la ciudad,=
en
especial los puentes de la Concordia, el Calixto García y el Sánchez Figuer=
as,
todos con más de cien años en sus estructuras sin apenas variaciones
sustanciales en su tipología durante su explotación. Esta investigación res=
ulta
de gran importancia y necesidad por el tema que trata, debido a que es muy
pequeño el estudio realizado en Matanzas y sobre todo en la carrera de Turi=
smo,
donde a pesar de que existen documentos que cuentan la historia de los puen=
tes,
estos no han sido explotados como recurso turístico.
La novedad del
trabajo está dada en que representa uno de los primeros proyectos de gestión
turística que enmarca los puentes de la ciudad de Matanzas como recurso
turístico, para que los clientes que visitan el destino puedan disfrutar de=
un
recorrido por ellos y se sientan atraídos por su bella arquitectura y su gr=
an
historia.
Como objetivo
general se tiene: Poner en valor los atributos patrimoniales y culturales de
los puentes de la ciudad de Matanzas, en especial La Concordia, Calixto Gar=
cía
y Sánchez Figueras.
Objetivos
específicos:
- =
Describir los preceptos teóricos relacionados con las
herramientas a aplicar en la realización del proyecto.
- =
Estructurar la oferta turística “Los puentes de Matanzas,=
más
que un enlace‘’
=
Metodología.
En el diseño
metodológico para la creación de un proyecto, se requiere de la creación de
herramientas que ayudan a facilitar, ordenar y analizar la situación existe=
nte,
los medios de los que se dispone para efectuarlo, disposición y aceptación.=
Análisis de la situación:
Explicar claramente la panorámica de la realidad en la que se inscribe el
proyecto, incluyendo los antecedentes del proyecto e introduciendo toda la
información relevante y necesaria para comprender el por qué y el para qué =
del
proyecto.
Análisis de participación:
Identificar todas las partes que puedan estar interesadas o afectadas de un=
a u
otra forma: posibles beneficiarios, perjudicados, instituciones públicas y
privadas con responsabilidades o experiencia, especialistas. Si hay muchas
partes, se pueden agrupar para facilitar el análisis.
Análisis de los problemas:
En este análisis se estudian los problemas de un colectivo y se ordenan seg=
ún
una relación causa-efecto para elaborar un árbol de problemas, que es un
esquema de la realidad negativa actual que se quiere cambiar con el proyect=
o.
Análisis de los objetivos:
En este análisis se transforma el árbol de problemas en un árbol de objetiv=
os,
donde los objetivos a conseguir tienen una interconexión según la relación
medios-fines. El árbol de objetivos es un dibujo de la realidad positiva fu=
tura
que se quiere conseguir con el proyecto, y en él es importante no confundir=
los
objetivos o estados positivos que deben ser duraderos, con las acciones
necesarias para alcanzarlos.
Análisis de alternativas:
En algunos casos, para lograr un mismo objetivo se pueden llevar a cabo
distintas intervenciones. En el árbol de objetivos las diferentes alternati=
vas
aparecen en las “raíces” que conducen al objetivo principal. Con el análisi=
s de
alternativas se comparan las distintas opciones para elegir la estrategia d=
el
proyecto más ventajosa.
Estudio de pre-factibilidad: En el análisis de las distintas
alternativas se van desestimando aquellas opciones preliminares que no resu=
lten
convenientes para el proyecto. El estudio de pre-factibilidad profundiza el
análisis de estas alternativas y debe reconocer todos y cada uno de los age=
ntes
que pueden influir en la posibilidad de realizar o no el proyecto. El análi=
sis
de pre-factibilidad abarca aspectos como: el mercado, la técnica, las finan=
zas
y la organización. Cada factibilidad lleva sus riegos que pueden ser contac=
tos
externos, contactos internos, la tecnología, métodos utilizados y la logíst=
ica.
El análisis de los riesgos lleva todo un proceso y después es necesario def=
inir
las acciones que deben acometerse para contrarrestarlos.<=
/p>
El Método del Marco Lógico (MML): se basa en elaborar un marco de
análisis simple y sistemático para comprender mejor las consecuencias y la
complejidad de los proyectos de cooperación internacional. Permite describi=
r de
forma ordenada el porqué y el cómo del proyecto, teniendo en cuenta en el n=
ivel
de gestión (la imputabilidad y la evaluación), nivel de la incertidumbre (l=
as
condiciones críticas para la realización del proyecto) y nivel de análisis
sistémico (las interdependencias y los niveles de objetivos).
Es la metodología usada por la mayoría de las
instituciones internacionales que trabajan en desarrollo. Sigue la “lógica”=
de
causa-efecto o medios - fines para relacionar todos los elementos de una
intervención.
La comprensión del Marco Lógico es relativamente
simple. Es un excelente medio de información y de comunicación con los
diferentes actores, acerca de la naturaleza y las consecuencias del proyect=
o.
Estructura de la organización: La estructura es un mecanismo regul=
ador
de los comportamientos e interacciones entre los miembros de una organizaci=
ón,
de un proyecto o de un grupo. También se puede definir como el conjunto de
medios utilizados para dividir el trabajo en diferentes tareas y asegurar su
coordinación.
La estructura fraccionada del trabajo (EFT): La EFT o también llamada Estructura =
de
Descomposición del Proyecto (EDP), es una herramienta de planificación que
permite una definición jerárquica de los elementos necesarios para la gesti=
ón
del alcance de los objetivos del proyecto. Constituye un modelo sistémico d=
el
alcance (configuración) del proyecto. Es un proceso de subdivisión de las
principales entregas del proyecto en componentes más pequeños para de manera
más eficiente y eficaz precisar las estimaciones de costo, programación y
recursos, definir las bases para la medición y control de la realización del
proyecto y, facilitar una clara asignación de las responsabilidades. Cada n=
ivel
descendente representa una descripción cada vez más detallada de los elemen=
tos
o componentes del proyecto. Una EFT se representa normalmente en forma de
diagrama y a cada elemento se le asigna un identificador o código. Se debe
tener presente que el nivel de fraccionamiento que se realice no debe ser m=
ayor
que el necesario para ejecutar una correcta definición del modelo, así como
para el adecuado seguimiento y control posterior.
Programación del plazo: El ordenamiento o programación de las tareas o
actividades implica identificar las dependencias entre ellas e indica cómo
vamos a producir cada resultado. Para ello es necesario tener un listado de=
las
actividades, la descripción, las dependencias obligatorias (inherentes a la
naturaleza del trabajo que se está realizando), las dependencias externas
(relación con actividades que no son del proyecto) y las restricciones. Ent=
re
las herramientas y técnicas utilizadas para el ordenamiento de las activida=
des
están los métodos de representación gráfica de las interrelaciones de un
proyecto. Los principales métodos de análisis gráfico para la programación y
control pueden clasificarse, fundamentalmente, en dos grupos: diagrama de
barras y diagrama de redes (gráficos de flechas y bloques). El diagrama de
barras, conocido como diagrama de Gantt, ofrece una representación gráfica =
del
desarrollo de las actividades del proyecto en el tiempo, indicando el comie=
nzo
y final de cada actividad, así como su duración. El diagrama de redes tiene=
una
red que está constituida por el conjunto de caminos que conducen del princi=
pio
al final del proyecto. Se obtiene localizando las actividades entre el inic=
io y
fin del proyecto y respetando los vínculos de precedencia. Las actividades =
se
representan con bloques y las flechas indican las secuencias entre ellas.
Matriz de Responsabilidades: La matriz se refleja en una tabla do=
nde
deben quedar claramente establecidos quiénes y en qué medida participan en =
cada
una de las actividades del proyecto y debe contener:
-&nb=
sp;
El sistema de
codificación y la EFT utilizada.
-&nb=
sp;
Los actores implica=
dos
en cada una de las actividades, incluyendo el gerente del proyecto, la
dirección y los actores externos.
-
La función de jerar=
quía
o de información de los actores por cada actividad, indicado con el símbolo
apropiado.
Se utiliza para que queden reflejadas las funcio=
nes
(quién hace qué) y las responsabilidades (quién decide qué) que se le asign=
arán
a las entidades involucradas activamente en el proyecto, tales como el gest=
or
de proyecto, los miembros del equipo y otros participantes individuales.
Esta metodología empleada ayuda a la síntesis y
entendimiento mejor de todo el proceso de formulación del Proyecto, no deja=
ndo
cabos sueltos ni pasos sin proceder.
=
Resultados. =
Análisis de la situación:
Situación actual: Inexistencia en la cartera de
productos de las agencias de viajes de rutas que incluya los puentes de
Matanzas, inexistencia de una ruta turística que resalte el valor patrimoni=
al y
arquitectónico de los puentes, los puentes para Matanzas son testimonios
indisolubles de su imagen e identidad, buen estado constructivo de los puen=
tes,
ofrece servicio de tránsito, desconocimiento sobre los vehículos pesados qu=
e no
pueden pasar por los puentes, son puentes de más de 100 años, falta de
iluminación de los puentes en la noche, hay interés por las partes interesa=
das
para realizar el proyecto, desconocimiento por parte de los trabajadores de=
la
historia de los puentes, su valor patrimonial y arquitectónico, los ríos que
los puentes atraviesan son de gran importancia para la Matanzas, poca vida
nocturna de los puentes, falta de elementos decorativos, inexistencia de un
plan de mantenimiento y conservación a corto, mediano y/o a largo plazo, mal
uso de los puentes, ya que existen pescadores que no solo lo dañan
estructuralmente sino también lo ensucian, encontramos niños y jóvenes
tirándose de ellos, poca comercialización del producto: puentes, perdida del
patrimonio tangible de Matanzas.
Situaci=
ón
deseada: Revalorizar el patrimonio en el centro histórico urbano de Matanza=
s,
teniendo en cuenta los puentes como recurso patrimonial y arquitectónico.
Situación futura de no acometer el proyecto: Se
mantendrá la inexistencia de una ruta turística que resalte el valor
patrimonial y arquitectónico de los puentes, no se pondrá en valor los recu=
rsos
turísticos de la zona, no se revalorizará el patrimonio en el centro histór=
ico
urbano de Matanzas, teniendo en cuenta los puentes como recurso patrimonial=
y
arquitectónico, se afectará el desarrollo del turismo en el centro de Matan=
zas,
continuará el desconocimiento de los trabajadores sobre la historia de los
puentes y su valor patrimonial y arquitectónico, se mantendrá el desconocim=
iento
de los turistas del porqué Matanzas es llamada la ciudad de los puentes, se
mantendrá la inexistencia de un plan de mantenimiento y conservación a cort=
o,
mediano y/o a largo plazo, continuará mal uso de los puentes, ya que existen
pescadores que no solo lo dañan estructuralmente sino también lo ensucian,
encontramos niños y jóvenes tirándose de ellos, continuará la poca
comercialización del producto: puentes
Análisis de la participación: Las empresas y estructuras que están
involucradas en la realización del proyecto son: la oficina del conservador=
, el
Ministerio del Turismo y la universidad ya que casi siempre los guías son
formados allí, en cuanto al mantenimiento que hay que realizarle a los puen=
tes
cada cierto periodo los encargados son Tránsito y la Empresa de Proyectos de
arquitectura e Ingeniería Matanzas.
Los beneficiados directos en la realización de e=
ste
proyecto son los clientes o segmentos de mercados interesados en conocer el
turismo de historia, y principalmente la historia de los puentes de Matanza=
s. Los
beneficiados indirectamente son los establecimientos que se encuentran cerc=
a de
los puentes. Los perjudicados con la implementación de este proyecto, son l=
as
rutas turísticas creadas en el centro histórico de Matanzas.
Análisis de los problemas: A partir del análisis de la Situación
Actual, se definen los problemas con los que se elabora el árbol de problem=
as.
(Ver Figura 1)
Análisis de los objetivos: A partir del árbol de problemas, se
elabora el Árbol de Objetivos (Ver Figura 2), donde se presenta el sistema =
de
objetivos, metas y fines del proyecto.
Alternativas de proyecto:
A.&n=
bsp;
Crear una ruta
turística que resalte el valor patrimonial y arquitectónico de los puentes =
La
Concordia, Calixto García y Sánchez Figueras en la ciudad de Matanzas.=
B.
Desarrollar eventos
asociados a los puentes de Matanzas como expresión de la identidad de la
ciudad.
Se escoge la alternativa de proyecto A, pues el
Índice de Mérito General tiene mayor porcentaje con 90,629 y es aceptado de=
sde
el punto de vista cualitativo. (Ver figura 3 y 4)
El Método del Marco Lógico (MML): Se muestra de forma metódica el fin =
del
proyecto. Se elabora con la participación de todos los que intervienen en el
proyecto, provee ventajas sobre enfoque no estructurados, y se tienen en cu=
enta
los problemas que se pueden presentar en el camino. Se da a conocer el resu=
men
narrativo de los objetivos y actividades, con los indicadores y medios de
verificación. (Ver tabla 1)
Estudio de pre- factibilidad:
-
Pre-factibilidad tecnológica: El
uso de las Tecnologías de la Información y las Comunicaciones (TIC) se hace
cada vez más ineludible en el sector del turismo. Hay que señalar que en
materia tecnológica el país muestra aún un notable atraso, motivado en parte
por las consecuencias del bloqueo norteamericano que limita o impide la
transferencia de tecnologías desde y hacia Cuba. La tecnología a emplear es=
de
baja complejidad, se utiliza los micrófonos de los ómnibus para orientar a =
los
clientes y describir los lugares, acompañado de pantallas con animación y
música, por lo que no será necesaria una gran inversión en equipos
tecnológicos. En este aspecto es considerado el proyecto como viable.
Riesgos: Los instrumentos de apoyo no funcionen
-
Pre-factibilidad comercial: Al
analizar las características y necesidades del segmento de demanda objetivo=
, se
puede decir que existe una demanda con grandes potenciales de crecimiento, =
el
cual requiere de un producto como el que se ofrece. La ruta presenta gran
ventaja sobre la competencia, debido a que no se han desarrollado en aras de
promover el patrimonio arquitectónico y cultural de los puentes en este
destino. Además, este producto será desarrollado y comercializado por la
Agencia de Viajes Paradiso, con excelentes equipos de marketing y grandes
alianzas que viabilicen las acciones de promoción. La misma cuesta con el
asesoramiento de la Oficina del Historiador de la Ciudad, lo cual permite
fortalecer la imagen y visibilidad en el mercado del producto propuesto. Es=
tas
razones permiten catalogar al proyecto como factible en esta evaluación
inicial.
Riesgos: Que la ruta no sea demanda por el mercado.=
-
Pre-factibilidad financiera: La
ruta: “Los puentes de Matanzas, más que un enlace‘’ contará con el
financiamiento de la Agencia de Viajes Paradiso, por lo que disfrutará del
apoyo de sus principales socios estratégicos, manteniendo relaciones establ=
es y
mutuamente satisfactorias. Los costos de inversión no mostrarán valores
elevados, pues se aprovecharán los recursos y atractivos ya existentes en el
destino Matanzas que sean portadores de la cultura. Por no requerir de la
creación de grandes infraestructuras para el desarrollo de la excursión, se
considera un proyecto viable financieramente.
Riesgos: Que la AAVV no cuente con el financiamiento requerido
-
Pre-factibilidad operativa: Se
tratará de disponer de un personal con alto grado de preparación y
profesionalidad, con grandes habilidades comunicativas para transmitir a los
clientes toda la información relativa a los recursos y atractivos visitados=
. El
vínculo con la Oficina del Historiador permitirá que el desconocimiento de =
la
cultura de esta región no sea un problema para los trabajadores. La ruta se
comercializará a través de la AAVV Paradiso que tiene experiencia en la
comercialización de esta modalidad.
Riesgos: No disponer del personal adecuado para realizar la ruta, que=
el
guía no tenga conocimiento idiomático de los principales mercados.
-
Pre-factibilidad medioambiental: La puesta en marcha de cualquier producto turístico genera impactos t=
anto
positivos como negativos. La propuesta de la ruta: “Los puentes de Matanzas,
más que un enlace‘’ supone el intercambio cultural y el rescate de los valo=
res
históricos-culturales del patrimonio, por lo que será un estímulo para que =
se
adopten medidas más rigurosas en la ciudad referidas al cuidado y protección
del medio ambiente. Este producto turístico es factible desde el punto de v=
ista
medioambiental ya que la excursión en sí no depende, al menos de la explota=
ción
recursos naturales, además cumple con las actuales políticas medioambiental=
es
cubanas e internacionales.
Riesgos: Que los desechos sólidos no sean recogidos en los puentes
-
Pre-Factibilidad de mercado: La
propuesta de la ruta: “Los puentes de Matanzas, más que un enlace‘’ va estar
dirigido principalmente a los mercados: Canadá, Alemania y Francia, a las
edades entre 30 y 50 años en el periodo de alza, aunque también se quiere
atrapar nuevos mercados. Se pretenderá que aumente el número de clientes y =
la
satisfacción según el servicio brindado. Los canales de distribución que se
utilizara serán las agencias de viajes; se le dará publicidad a través de l=
as
redes sociales como Facebook, estados de Whatsapp, Twitter.
Determinación de precios: (Ver figura 5)
Riesgos: Que la calidad de los servicios y el precio no esté acorde a=
las
expectativas de los mercados.
-
Pre- Factibilidad Económica
Valor Actual Neto (Ver tabla 2 y 3)
=
Donde A es el desembolso inicial, Q los flujos de
efectivos, K la tasa de interés y t el tiempo. La tasa de interés estableci=
da
es de un 10% (0.10)
=
El VAN > 0 por lo que el proyecto es factible=
.
Tasa interna de Retorno (TIR). (Ver tabla 4) La tasa interna de retorn=
o da
49.56 % por lo que es mayor que la tasa de descuento (0.49>0.10) por lo
tanto es conveniente.
Índice de Rentabilidad
Como IR > 1 =3D VAN positivo, por lo tanto se=
puede
invertir.
Riesgos: No recuperar el gasto de inversión por =
poca
acepción del mercado.
Manejo de Riesgos (Ver tabla 5)
Estructura de Organización: Se muestra las personas encargadas de
toda la gestión del proyecto. El Jefe Comercial, en este caso jefe de proye=
cto
es el encargado de crear, evaluar, controlar y aprobar todo lo relacionado =
a la
ruta. El técnico principal en comercialización del producto es un apoyo par=
a el
jefe de proyecto y también realiza gestiones en el proyecto. El Jefe de Ven=
tas
es el encargado de la promoción del proyecto una vez aprobado, todo esto se
realiza con la supervisión del técnico en la gestión de la calidad. La
capacitadora tiene la función de brindar conocimientos a los guías que
realizarán la ruta. (Ver figura 6)
Estructura Fraccionada del Trabajo: Se
describe minuciosamente cada una de las tareas a realizar para la confecció=
n de
la ruta, acompañada del tiempo de duración, las actividades predecesoras y =
los
recursos empleados. (Ver tabla 6)=
Programación del plazo: Se
muestra el diagrama de Gantt junto con el de redes y se resaltan las
actividades críticas, las cuales si no se cumplen en ese tiempo estimado af=
ecta
el proyecto.=
Diagrama de Gantt: Ofrece una representación gráfica del tiempo de las actividades
realizadas en la herramienta Estructura Fraccionada del Trabajo, cuando ini=
cia
(1 de marzo del 2022), los días que dura cada tarea y el final (6 de enero =
del
2023). (Ver figura 7)
Diagrama de Redes: Ofrece una representación de las tareas conducidas por redes, que
muestran el inicio y fin, unida a la dependencia de cada una de ellas. (Ver
figura 8)
Matriz de Responsabilidades: Se muestra la función que tie=
ne
cada miembro involucrado en el proyecto y las responsabilidades. (Ver tabla=
7)
Figura 1:
Árbol de Problemas.
Elaboración propia.
Figura 2:
Árbol de Objetivos.
Fuente: Elaboración propia.
Figura 3:
Análisis de multicriterio de la
alternativa A.
Fuente: Elaboración propia.
Figura 4:
Análisis de multicríterio de la
alternativa B.
Fuente: Elaboración propia.
Tabla 1:
Método del Marco Lógico.<=
/span>
|
|
Res=
umen
Narrativo
|
Ind=
icadores
de verificación
|
Med=
ios
|
Con=
diciones
criticas
|
|
Fin=
alidad
|
Posicionar a Matanzas como un destino turístico
cultural.
|
Aumento de la afluencia de clientes al destino de
Matanzas en un 10%.
|
Anuario estadístico del ONEI.
|
Disminución de la demanda de los productos
culturales. Aumento del deterioro de los puentes. Conflictos políticos o
medioambientales. Paralización de la actividad turística. Nue=
vo
brote del COVID-19
|
|
Obj=
etivo
|
Diseñar una ruta turística que resalte el valor
patrimonial y arquitectónico de los puentes de Matanzas.
|
Aceptación por el guía mayor de la agencia.=
Publicación en la guía turística.
|
Guía Turística
|
Descono=
cimiento
del guía sobre la ruta. Desinterés de la AAVV. Regulación que impida el
desarrollo de la ruta turística en los lugares. Nuevo brote del COVID-19<=
span
style=3D'mso-spacerun:yes'>
|
|
Res=
ultado
|
1. &nbs=
p; Estudio de marcado
2. &nbs=
p; Capacitación de los gu=
ías
con los que contará la ruta.
3. &nbs=
p; Plan de mantenimiento y
conservación de los puentes.
4. &nbs=
p; Desarrollo de los cana=
les de
comunicación y promoción de la ruta.
|
-Que el 30% se sienta atraído por comprar la rut=
a.
-Que el 100% tenga un certificado que acredite el
conocimiento adquirido en la interpretación del patrimonio.
-Que los puentes estén aptos para el desarrollo =
de
la actividad turística.
|
Encuesta de satisfacción
Informe de Recursos Humanos
Oficina del Conservador de la ciudad<=
/span>
Balance del departamento de Comercial en la AAVV=
.
|
Disminución de la demanda de los productos de
cultura. Aumento del deterioro de los puentes. Conflictos políticos o
medioambientales Desinterés del mercado. Des=
interés
de la AAVVTabla 1:
Método del Marco Lógico. (continuaci=
ón)
|
|
Res=
umen
Narrativo
|
Ind=
icadores
de verificación
|
Med=
ios
|
Con=
diciones
criticas
|
|
|
|
-Crecimiento de las ventas de la ruta en un 20%
anual después de que se publique por 1era vez.
|
|
|
|
Ins=
umo
|
Investi=
gación
de las características del mercado.
Análisi=
s de
las características del mercado.
Identificación del modelo de valor del
mercado.
Ofrecer cursos de superación para los trabajador=
es o
guías que estarán en contacto con los clientes.
Garantizar el tiempo y los recursos para que el
trabajador asista a los cursos de superación.
Realizar
periódicamente monitoreos e inspecciones técnicas en el puente por parte =
de
viales.
Realizar las gestiones necesarias para el
cumplimiento de la limpieza de los puentes.
Garantizar la certificación de los puentes para =
que
se permita la actividad turística.
Promoci=
onar y
vender la ruta por parte de la AAVV
|
-Al menos el 60% del mercado meta manifieste int=
erés
por la ruta.
-Garantizar que el 100% de los trabajadores estén
vinculados a cursos de superación.
-Al menos el 50% de los trabajadores asistan al
curso de superación
-Plazo no superior a los 3 meses
-Cada 3 meses
-Una vez cada 15 días
-El 100% de las ventas de Paradiso sea de esta r=
uta
|
Encuesta de satisfacción.
Informe de Recursos Humanos
Oficina del Conservador
Dirección Provincial de Tránsito
Dirección Provincial de Servicios de Comunales
Balance General de la AAVV
Estadísticas de la página web
|
Disminución de la demanda de los productos de
cultura. Aumento del deterioro de los puentes. Conflictos políticos o
medioambientales No exista personal capacitado para realizar el
estudio de mercado. No exista personal capacitado para realizar las
capacitaciones. Falta de interés por parte de la Dirección Provincial de
Transporte y la Dirección Municipal de Servicios de Comunales para el
mantenimiento y conservación de los puentes. Ins=
uficiencia
de recursos para realizar el mantenimiento. Los canales de distribución n=
o se
adecuen a los intereses del mercado
|
Tabla 1:
Método del Marco Lógico. (continuaci=
ón)
|
|
Res=
umen
Narrativo
|
Ind=
icadores
de verificación
|
Med=
ios
|
Con=
diciones
criticas
|
|
Ins=
umo
|
Diseño de una página web para la comercializació=
n de
los puentes
|
-El 10% de las compras de la ruta se realicen po=
r la
página web
|
|
|
Fuente: Elaboración propia.
Figura 5:
Determinación de precios.=
Fuente: Elaboración propia.
Tabla 2:
Cálculo aproximado del desembolso
inicial.
|
Alternativa =
A
|
Costo en CUP=
|
|
Estudio de mercad=
o a
través de las TIC
|
$10000=
|
|
Capacitación de l=
os
trabajadores
|
$15000=
|
|
Plan de mantenimi=
ento
y conservación
|
$30000=
|
|
Desarrollo de los
canales de distribución y de promoción
|
$13000=
|
|
Desembolso Inicia=
l
|
$68000=
|
Fuente: Elaboración propia.
=
Tabla
3:
Estimado de dinero en los próximos 3 años.
|
Alternativa A
|
Desembolso Inicial
|
Año 1
|
Año 2
|
Año 3
|
|
Flujos de caja ($)
|
68000<=
/span>
|
45000<=
/span>
|
50000<=
/span>
|
52000<=
/span>
|
Fuente: Elaboración propia.
Tabla 4:
Calculo de la Tasa de interés de
rentabilidad a través del Excel.
=
Fuente: Elaboración propia.
Tabla 5:
Matriz de riesgos.=
|
Tipo de riesgo
|
Consecuencias
|
Acciones a acometer
|
|
Tecnológica
|
Insatisfac=
ción
de los clientes
|
Revisar los
equipos que se van a utilizar en la ruta
|
|
Comercial
|
Destruiría=
la
imagen comercial creada del producto
|
Capacidad =
del
personal acorde con los objetivos comerciales de la entidad
|
|
Financiera
|
No se puede
realizar la ruta
|
Buscar
información para saber con qué financiamiento cuenta la AAVV
|
|
Operativa
|
Clientes
molestos por no hablarles en su idioma
|
Capacitar a
los guías en los idiomas de los principales mercados
|
|
Medioambiental
|
Clientes
molestos por encontrar desechos en los puentes
|
Aseguramie=
nto
de que se limpien los puentes cada cierto período
|
|
Mercado
|
Insatisfac=
ción
de los clientes
|
Brindar los
servicios lo mejor posible
Vender la =
ruta
a un precio módico según las características de los mercados
|
|
Económica
|
Pérdida de=
la
inversión con la que se realizó la ruta
|
Considerar
otras fuentes de financiamiento
|
Fuente: Elaboración propia.
Figura 6:
Estructura de Organización.
=
Fuente: Elaboración propia.
Tabla 6:
Estructura Fraccionada del Trabajo.<=
o:p>
|
Código<=
/o:p>
|
Actividades<=
o:p>
|
Duración
|
Predecesoras=
|
Recursos
|
|
A
|
Identificar el
segmento de demanda objetivo
|
7 días=
|
-
|
Computadoras, pap=
el,
lápiz, hoja, bolígrafos, móvil, USB, acceso a Internet<=
/p>
|
|
B
|
Diagnosticar el
entorno y la organización que realiza el proyecto
|
14 días
|
-
|
Computadoras, acc=
eso
a Internet, papel, lápiz, hoja, bolígrafos, móvil, USB<=
/p>
|
|
C
|
Identificar los
recursos y atractivos vinculados a los puentes
|
7 días=
|
B
|
Cámaras fotográfi=
cas,
papel, lápiz, hoja, bolígrafos, móvil, USB
|
|
D
|
Confeccionar el
inventario de recursos y atractivos
|
14 días
|
C
|
Computadoras, acc=
eso
a Internet, papel, lápiz, hoja, bolígrafos, móvil, USB<=
/p>
|
|
E
|
Realizar fichas de
inventarios de recursos
|
7 días=
|
D
|
Computadoras, acc=
eso
a Internet, impresoras, papel, lápiz, hoja, bolígrafos, móvil, USB
|
|
F
|
Definir los recur=
sos
y atractivos turísticos dentro del inventario que conformarán la ruta
|
7 días=
|
D-E
|
Computadoras, acc=
eso
a Internet, papel, lápiz, hoja, bolígrafos, móvil, USB<=
/p>
|
Tabla 6:
Estructura Fraccionada del Trabajo. =
(continuación)
|
Código
|
Actividades
|
Duración
|
Predecesoras
|
Recursos
|
|
G
|
Establecer víncul=
os
entre la AAVV y la Oficina del Conservador
|
7 días=
|
A
|
Papel, lápiz, hoj=
a,
bolígrafos, móvil, USB
|
|
H
|
Determinar los
horarios y tiempo de duración de la ruta
|
7 días=
|
F
|
Papel, lápiz, hoj=
a,
bolígrafos, móvil, USB, reloj
|
|
I
|
Describir
detalladamente la ruta
|
14 días
|
F-H
|
Computadoras, acc=
eso
a Internet, papel, lápiz, hoja, bolígrafos, móvil, USB<=
/p>
|
|
J
|
Determinar los co=
stos
de ejecución
|
14 días
|
B-I
|
Papel, lápiz, hoj=
a,
bolígrafos, móvil, USB, calculadora
|
|
K
|
Definir el precio=
de
la ruta turística
|
7 días=
|
J
|
Papel, lápiz, hoj=
a,
bolígrafos, móvil, USB, calculadora
|
|
L
|
Cumplimiento del =
Plan
de mantenimiento y conservación de los puentes
|
7 días=
|
B-C-D<=
/span>
|
Instrumentos de
limpieza (escoba), papel, lápiz, hoja, bolígrafos, móvil, USB =
Papel, lápiz, hoj=
a,
bolígrafos, móvil, USB
|
|
M
|
Aprobación por la
mayor dirección de la AAVV Paradiso de la ruta turística
|
21 días
|
I-K
|
Papel, lápiz, hoj=
a,
bolígrafos, móvil, USB
|
|
N
|
Elaborar publicid=
ad
con la AAVV Paradiso
|
14 días
|
G-K-M<=
/span>
|
Papel, lápiz, hoj=
a,
bolígrafos, móvil, USB, internet
|
|
O
|
Insertar la ruta =
en
el sitio web de la AAVV Paradiso
|
7 días=
|
I-M
|
Papel, lápiz, hoj=
a,
bolígrafos, móvil, USB, internet, computadora
|
|
P
|
Crear perfiles de=
la
ruta en las principales redes sociales (Facebook, Twitter, Instegram)
|
14 días
|
I-M
|
Papel, lápiz, hoj=
a,
bolígrafos, móvil, USB, computadoras, internet
|
|
Q
|
Coordinar con los
proveedores de servicio involucradas en la ruta
|
14 días
|
I-M
|
Papel, lápiz, hoj=
a,
bolígrafos, móvil, USB
|
|
R
|
Contratar guías
dinámicos e interesados en la ruta
|
15 días
|
I-M
|
Papel, lápiz, hoj=
a,
bolígrafos, móvil, USB
|
|
S
|
Ofrecer cursos de
superación para los guías
|
14 días
|
A-F
|
Papel, lápiz, hoj=
a,
bolígrafos, móvil, USB
|
Fuente: Elaboración propia.
Figura 7:
Diagrama de Gantt.
Fuente: Elaboración propia
Figura 8: <=
/p>
Diagrama de Redes.
Fuente: Elaboración propia.
Tabla 7:
Matriz de responsabilidades.
|
Actividades
|
Jefe Comercial (Jefe de Proyecto)
|
Técnico principal en comercialización del produc=
to
turístico
|
Jefe de Ventas
|
Técnico en Gestión de la Calidad
|
Capacitadora
|
|
A
|
€
|
=
|
=
|
=
|
=
|
|
B
|
©
|
€
|
=
|
=
|
=
|
|
C
|
©
|
€
|
=
|
Š
|
=
|
|
D
|
@
|
€
|
=
|
=
|
=
|
|
E
|
©
|
€
|
=
|
=
|
=
|
|
F
|
©
|
€
|
=
|
=
|
=
|
|
G
|
€
|
=
|
=
|
=
|
=
|
|
H
|
€
|
=
|
=
|
=
|
=
|
|
I
|
€
|
=
|
=
|
Š
|
=
|
Tabla 7:
Matriz de responsabilidades. (continuación)
|
Actividades
|
Jefe Comercial (Jefe de Proyecto)
|
Técnico principal en comercialización del produc=
to
turístico
|
Jefe de Ventas
|
Técnico en Gestión de la Calidad
|
Capacitadora
|
|
J
|
©
|
€
|
=
|
=
|
=
|
|
K
|
€
|
=
|
=
|
=
|
=
|
|
L
|
©
|
€
|
=
|
Š
|
=
|
|
M
|
€
|
=
|
=
|
=
|
=
|
|
N
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|
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Simbología
€: Ejecuta
@: Aprueba
©: Controla
Š: Suministra Información
Fuente: Elaboración propia.
Conclusiones.
-&nb=
sp;
Existe una estrecha
interrelación entre el turismo y el patrimonio: el turismo es presentado co=
mo
una actividad que posibilita la difusión, el acceso y el conocimiento de los
elementos valorizados como patrimonio. Por ejemplo, a través de la práctica
turística, se podría lograr una mayor conciencia sobre la importancia de su
conservación, por lo que esta vinculación puede ser potenciada mediante el
diseño de nuevos proyectos de gestión turística que resalten aquellos valor=
es
del patrimonio cultural que no han sido explotados aún.
-&nb=
sp;
Los puentes de Mata=
nzas
constituyen recursos patrimoniales que con una adecuada gestión pueden
convertirse en atractivos turísticos que contribuyan a eliminar la
estacionalidad, diversificando la oferta con su inclusión en los productos
turísticos del destino.
-&nb=
sp;
La elaboración del
proyecto de gestión turística del patrimonio cultural ruta turística: “Los
puentes de Matanzas, más que un enlace ‘’ contribuye a la revalorización del
patrimonio del centro histórico urbano de Matanzas, en especial los puentes=
La
Concordia, Calixto García y Sánchez Figueras.
-&nb=
sp;
Se llevó a la práct=
ica
contenidos y herramientas ya aprendidos teóricamente como es el caso de la
asignatura Dirección integrada y evaluación de proyectos, que sirvieron de =
guía
para la realización de la ruta turística para la cartera de productos de la
Agencia de Viajes Paradiso.
-
Contribuyó a crear =
una
nueva experiencia en los alumnos y permitió conocer realidad del futuro de =
la
carrera.
Referencias bibliográficas.
Fadraga, D. (2017).
Trabajo de diploma en opción al título de Licenciado en Estudios
Socioculturales. La formación en interpretación del patrimonio profesion=
al
de Estudios Socioculturales en la Universidad de Matanzas en el Plan de Est=
udio
"D". Universidad de Matanzas, Cuba.
González Arestuche, L=
.,
& Recondo Pérez, R. (2011). Puentes de Matanzas. Matanzas: Edici=
ones
Matanzas.
Polaino de los Santos=
,C.
(s/f). Introducción a la Gestión de
Proyectos.
Zamora, D.T. Álvarez, P. Acosta, W. (septiembre de
2009). Gestión y Evaluación de Proy=
ectos
Turísticos.
El artículo que se publica=
es
de exclusiva responsabilidad de los autores y no necesariamente reflejan el
pensamiento de la Revista Concienc=
ia
Digital.
&nbs=
p;
&nbs=
p;
&nbs=
p;
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