MIXTURE OF PROMOTION FOR THE COMMERCIALIZATION OF TOURIST MUNICIPALITIES. STUDY OF CASE IN THE MUNICIPALITY GIBARA OF THE DESTINATION HOLGUÍN/CUBA
MIXTURE OF PROMOTION FOR THE COMMERCIALIZATION OF TOURIST MUNICIPALITIES. STUDY OF CASE IN THE MUNICIPALITY GIBARA OF THE DESTINATION HOLGUÍN/CUBA
Mezcla de promoción para la comercialización de municipios turísticos. Estudio de caso en el municipio Gibara del destino Holguín/Cuba. Un acercamiento desde La Habana Vieja
Resumo: The present text constitutes a case study on Gibara, one of the municipalities of the province Holguín of Cuba, that has numerous and attractive resources that are not optimally used. From a theoretical point of view this study is supported by the Tourist Marketing as an unavoidable option to reach important preference levels among the consumers and it has the objective to design the mixture of commercial promotion for Gibara as a tourist place. The research approach used logical procedures of the scientific knowledge, the structural systemic theoretical focus, empirical methods related with psico-sociological instruments for the search of information and models as a theoretical method were used. As a result the methodological proposal was obtained for the design of the mixture and the design of two of its instruments was applied in a practical way: the Publicity Program and the Public Relationships Program. This study could contribute to the territorial growth as a tourist destination, but it could also be applied to other communities with potentialities for the tourist development.
