Design of tourist offer “Roots between Mogotes”

Abstract

Introduction: Rural tourism is understood as the experience within a community where the organized local population plays a central role in its design and management. Viñales, declared a Cultural Landscape by UNESCO, is an example of areas that have developed strategies for the development of rural tourism as a modality. However, it faces a decrease in the number of visitors and overnight stays due to the underutilization of resources and attractions. Objective: Accordingly, the main objective of the research is to design a rural tourism product in the form of travel for the Viñales tourist area based on its natural and cultural potential. A mixed and exploratory methodology was used (applying qualitative and statistical methods). Methodology: Among the scientific methods and tools applied are PEST, Porter's Five Forces, marketing mix, and the Vester Matrix. Results: Among the main results is the design of the travel-type tourism product "Roots among Mogotes," which highlights the rural culture and tradition, as well as the natural values of Viñales, summarizing the essence of the cultural landscape. Conclusion: The project not only enriches the tourism offer of Viñales but also promotes the development of rural tourism in a more sustainable way. General area of study: Tourism. Specific area of study: Marketing