Design of a touristic product for travelers from the Autonomous Community of Galicia to Havana

Abstract

The travel agencies, in the post-COVID-19 stage should orient its strategies to prioritize attention to those tourism-emitting markets, that show the greatest recovery and to the design of new products. Cuba is in this situation, as one of the countries that recovers most quickly from the crisis. In view of the fact that the Autonomous Community of Galicia is among those that emits the most travelers abroad and the existence of deep historical ties that unite it to Cuba, tourist products are required that, in post-COVID-19 conditions, will be suitable for this segment. The present investigation is oriented to the study of the level of development of tourist products linked to the Galician heritage in the city of Havana and, consequently, to propose the design of a tourist excursion for the target segment from the Autonomous Community of Galicia. For this purpose, theoretical and empirical methods were used, which allowed for a comprehensive analysis of the behavior of said segment. A methodological procedure was used for the design of tourism products applied in three phases that included techniques such as segmentation by benefits, the Delphi method, and economic and financial feasibility studies. The results of the investigation reflected that with the launch of the Habana Gallega excursion, the target segment identified in the post-COVID-19 conditions can be satisfied; likewise, it was demonstrated that the product is qualitatively and quantitatively viable.