Proposal of the tourist offer "Embark on an Adventure" for the province Mayabeque

Abstract

Introduction: Mayabeque, with its rich ecological enclaves, holds great potential for the development of ecotourism. Santa Cruz del Norte is a clear example of this potential, but its resources and attractions are not fully utilized. Objective: This work proposes an ecotourism excursion called "In Search of an Adventure" for the ECOTUR S.A. agency, with the aim of diversifying the tourism offer in the province to contribute to the local economic development. Methodology: The study addresses three crucial aspects: Environmental Analysis and Demand Segmentation: The natural and social environment of Santa Cruz del Norte is analyzed, identifying the market segment to which the excursion is directed. Marketing Mix: This defines the marketing strategy, including product, price, distribution, and promotion, to achieve the success of the excursion. Feasibility: The economic and environmental feasibility of the project is evaluated, considering its impact on the community and the environment. The research is based on theoretical and empirical methods, employing bibliographic search tools for the collection and analysis of information. Results: The main result is the preliminary design of the offer "In Search of an Adventure," based on the real situation of the environment and from the delimitation of demand needs. Conclusions: The designed product responds to market trends and is viable for implementation. It also serves as a starting point for revitalizing the offer in the province. General area of study: Tourism. Specific area of study: Marketing