Assessment of tourist intelligence in the management of Cuban tourist destinations

Abstract

At present, tourism as the main driving sector of the economy of many countries has occurred in a series of its own transformations derived from adverse international contexts and situations that pose new challenges in terms of improving marketing strategies and creating new products.  In regards, Cuba focuses its views on the development of Smart Tourist Destinations that complement the traditional essence of the territorial tourism product.  That is why achieving comprehensiveness in the provision of regional tourist services is a goal for many destinations in the search for sustainable development, accessibility, innovation, technology, quality and interaction with the environment and the local host population, to achieve high degrees of efficiency and customer satisfaction.  The present exploratory-descriptive research allowed to assess conceptual approaches about the development of business intelligence in the tourism sector on a global scale and particularly in Cuba.  As responses to the new international changes in the behavior of tourist demand due to economic, epidemiological and social situations and contexts, it represents a challenge in the modernization of tourist destinations through the use of new Information and Communication Technologies.