Acciones estratégicas para el desarrollo turístico local del municipio San Juan de los Remedios, Cuba

Abstract

The purpose of the work was to determine the strategic actions necessary for the local tourism development of the San Juan de los Remedios municipality, Cuba; For which three research stages were developed: the foundation of the theoretical framework of tourism management in heritage cities, the characterization of the tourist activity in Remedios and its potentialities and finally the formulation of strategic actions in correspondence for the local tourism development from a comprehensive and sustainable perspective. The investigation showed that the territorial tourism product in question must apply survival strategies to face the threats of the environment and previously identified weaknesses through consultations with specialists and Action and Participation Workshops. Based on the main variables detected in a weighted list and their influence on local tourism development, it was determined to apply a differentiation strategy; proposing actions framed to identify the needs of the segment that demands this product and take advantage of the individualities that make the "City of Knockers and Lanterns" a unique cultural historical treasure within the Caribbean.