Potential of the agency Gaviota Tours S.A. in the organization of weddings for the domestic market.

Abstract

Events have been essential in the development of civilizations, whether to celebrate life stages, seasonal periods or religious celebrations. Within all the phenomena considered events, the planned events are of great importance both collectively and personally, they are fundamental components of culture, business and daily life. The planned events include private events within their classifications, which are part of the development of people´s lives and can be included in their leisure or recreation. Weddings are the most important private event for tourism, couples seek to celebrate marriage in special places and in an original and personalized way. There is a real market in Cuba in this sense, companies compete in the market to meet the demands of the bridal segment. The main objective of this research work was to determine the potential of Gaviota Tours S.A Travel Agency in organizing weddings for the local market. The plotted specific objectives were: to set a theoretical framework to support research development, to characterize the current context surrounding the Weddings organization and to analyze the state of the event modality in the company. To comply with the objectives, a bibliographic analysis was started. It allowed us to lay the theoretical basis of the research. A strategic analysis was carried out divided into three fundamental stages: analysis of the general environment, analysis of the competitive environment and internal analysis of the entity under study. Primary and secondary sources of information were used, the data collection in the field was carried out through a non-probabilistic snowball sampling since the size of the population studied is not known; the instrument used was both semi-structured and non-standardized interviews and the information obtained was statistically processed. Among the main results it got, the bridal sector is in the process of improvement and growth. Despite the deficiencies found in the agency, the infrastructure it possesses, the organizational structure, its available products, the personalized services it offers and the experience of the staff in matters of events constitute clear potentialities to penetrate the market of the Wedding organization.