Estrategia de posicionamiento para la Empresa Provincial de Campismo Popular Sancti Spíritus
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Universidad de Sancti Spíritus "José Martí Pérez"
Abstract
La investigación tuvo como objetivo general diseñar una estrategia de
posicionamiento que impulse el desarrollo del turismo de naturaleza como un
producto turístico atractivo para mercados nacionales e internacionales en la
Empresa Provincial de Campismo Popular Sancti Spíritus. Metodológicamente, se
utilizaron métodos teóricos como análisis-síntesis e histórico-lógico, y empíricos
como encuestas, observación científica, y análisis documental. Se emplearon
técnicas como la tormenta de ideas, la Matriz DAFO y el diagrama de Ishikawa para
identificar problemáticas y oportunidades. Los principales resultados incluyeron la
identificación de debilidades en la promoción del turismo de naturaleza y en la
diferenciación estratégica, y se desarrolló una estrategia basada en el
fortalecimiento de la marca y en la diversificación de productos turísticos. La
conclusión destaca que la implementación de esta estrategia puede posicionar a la
empresa como líder en el turismo de naturaleza en la provincia, contribuyendo al
desarrollo sostenible y la atracción de visitantes
The research aimed to design a positioning strategy to promote the development of nature tourism as an attractive product for national and international markets in the Empresa Provincial de Campismo Popular Sancti Spíritus. The methodology combined theoretical methods such as analysis-synthesis and historical-logical, with empirical approaches including surveys, scientific observation, and document analysis. Techniques like brainstorming, SWOT analysis, and the Ishikawa diagram were used to identify challenges and opportunities. Key findings highlighted weaknesses in nature tourism promotion and strategic differentiation, leading to a strategy centered on brand enhancement and tourism product diversification. The conclusion emphasizes that implementing this strategy could establish the company as a leader in nature tourism within the province, fostering sustainable development and attracting visitors.
The research aimed to design a positioning strategy to promote the development of nature tourism as an attractive product for national and international markets in the Empresa Provincial de Campismo Popular Sancti Spíritus. The methodology combined theoretical methods such as analysis-synthesis and historical-logical, with empirical approaches including surveys, scientific observation, and document analysis. Techniques like brainstorming, SWOT analysis, and the Ishikawa diagram were used to identify challenges and opportunities. Key findings highlighted weaknesses in nature tourism promotion and strategic differentiation, leading to a strategy centered on brand enhancement and tourism product diversification. The conclusion emphasizes that implementing this strategy could establish the company as a leader in nature tourism within the province, fostering sustainable development and attracting visitors.