Transcript Dr.Elizabeth Robles Maldonado

Culture, Sustainable
Tourism And Marketing
Strategies In Puerto Rico
Dr. Elizabeth Robles
University of Puerto Rico
[email protected]
Tourism
Group of activities that people perform
during their trips and visits to places
other than their habitual surroundings, for
a consecutive period of less than a year
with business, leisure, vacation or other
purposes (Tourism World Organization,
1994).
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University of Puerto Rico
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Tourism Benefits
 Hotel employees, tour guides, employees
controlling admissions, souvenirs sellers,
waitresses and waiters.
 Employees and workers from other sectors
such as agriculture, transportation, laundry
services, security services, aeronautics,
camera production, architecture, engineering,
construction and the arts.
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University of Puerto Rico
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Purpose
 The purpose of the study is to show the
marketing strategies of the Puerto Rico Tourism
Company (PRTC) to obtain sustainable tourism.
Mission of PRTC
 To formulate and facilitate the implementation
of a public policy oriented towards improving
the experience of tourists that visit the island.
 To contribute to the economic development of
Puerto Rico.
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University of Puerto Rico
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Sustainable Tourism Goals
Has a positive impact in the economy without bringing
about negative consequences to the environment and
culture of the country,
preserves the local ecosystem and culture,
benefits the residents of the country,
supports the integrity of the local site,
respects local culture and tradition (and local historical
sites),
conserves the natural resources,
seeks “quality”, not quantity,
satisfies and educates visitors.
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University of Puerto Rico
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Puerto Rico Tourism Company Goals
To promote:
 optimal use of environmental resources
 preservation of strict ecological
guidelines
 respect for the socio-cultural
authenticity of the communities
 viable economic activities that support
socioeconomic benefits and common
good.
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University of Puerto Rico
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Puerto Rico Tourism Company (PRTC):
 Develops environmental tourism policies to evaluate
new projects to maximize the environment.
 Work with the Caribbean Alliance for Sustainable
Tourism, (CAST) to promote tourism initiatives under
the Green Glove 21 International Certification.
 Created Guides for the Design of Eco Tourism Facilities.
 Inaugurated the First Eco Tourism School in Culebra.
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University of Puerto Rico
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Continued PRTC…
 Created the Hotel Development Council, a group of
experienced professionals who will serve as
advocates toward the sustainable development of
tourism in the island.
 Developed a Posadas in the Plazas Program, with the
aim of revitalizing urban centers.
 Hosted the Caribbean Tourism Organization’s 8th
Annual Caribbean Conference on Sustainable
Tourism Development (2007).
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University of PuertoRico
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Unesco defines Intangible Cultural
Heritage (ICH) as:
Traditions and oral expressions, including the
language of the country as a vehicle to
transmit the ICH.
Arts (folklore music, dancing, theater);
Social uses, rituals and festivities;
Knowledge and related uses with nature and
universe; and
Traditional craftsman techniques.
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University of Puerto Rico
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Intangible Cultural Heritage
is transmitted from generation to generation;
is constantly recreated by communities and groups in
response to their environment, their interaction with nature
and their history;
provides communities with a sense of identity and
continuity;
promotes respect for cultural diversity and human
creativity;
is compatible with existing international human rights
instruments;
meets
requirements
of
mutual
respect
among
communities, groups and individuals, and of sustainable
development.
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University of Puerto Rico
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Tourism in Puerto Rico
 The target market of Puerto Rico is the
United States Traveler (80%).
 The average age of foreign tourists is in
the range of 35 to 49 years old.
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University of Puerto Rico
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TOURISM INDUSTRY DATA
 Tourism industry produced 17,400 direct
employments in hotels and other lodgings
during the fiscal year, 2006.
 5.022 million visitors came to the island (2006).
 The total visitors’ expenditures were $3,369
millions (2005-2006).
 Cruise passenger movement was 1.3 million,
with expenditures of approximately $170
millions (2006).
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University of Puerto Rico
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TOURISM INDUSTRY DATA CONT.
 Local market expenditures were approximately
$3 million in 2002-2003.
 Tourism income represents 6% of the gross
national product of Puerto Rico (GDP of $74.79
Billion (2006).
 In 2005 the total room inventory was 13,459
with an occupancy rate of 67.9%.
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University of Puerto Rico
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Marketing:
“The process of planning and executing the
conception, pricing, promotion and distribution
of goods, services, and ideas to create
exchanges with target groups that satisfy
customer and organizational objectives”
(Futrell, 2007).
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University of Puerto Rico
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Marketing Objectives:
to maximize sales of existent products in
existent markets;
to develop and to sell new products;
to develop new markets for existent or
new products; and
to provide quality of services necessary
to satisfy consumers.
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University of Puerto Rico
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Marketing Strategies:
Products – refers to the firm’s market offerings to satisfy
a need or want.
Example: the country itself, its
culture,customs, traditions, historical sites, beaches, etc.
Price - is the amount of money customers have to pay to
obtain the product, including time and effort to do it.
Place - place includes company activities that make the
product available to target consumers. Tourism is a service
offered to the tourist, an intangible product, an experience.
Promotion - means the activities that communicate the
merits of the product and persuades target customers to
buy it.
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University of Puerto Rico 16
PRTC Promotion Variable
Advertising:
is any impersonal communication and promotion of
ideas, goods and services paid by an identified
sponsor. PRTC uses advertising on the radio, TV and
newspapers to promote hotels, lodgings and inns
through the island.
Ex. promotional campaigns “Puerto Rico does it
better” (1999 – 2000, local campaign), “tourism is
you” (2004, local campaign), and “you are not
dreaming, you are in Puerto Rico” (2004,
international campaign).
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University of Puerto Rico
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The PRTC Promotion Variable Cont.
Publicity - is the impersonal communication
that is not paid by an identified sponsor news
release about a new restaurant or a new product,
interviews in “talk shows,” and news on TV.
Public Relations- are the marketing of the
organization per se. The PRTC uses public
relations when it bringing to Puerto Rico, free of
charge, journalists of different countries to Puerto
Rico give conferences to primary and middle
school students about how to take care of the
beaches and the environment. Participating in
the “Blue Flag” program.
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University of Puerto Rico
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The PRTC Promotion Variable Cont.

Personal
Selling– is the face to face

Direct Marketing – is a direct communication
communication with potential clients to persuade
them to buy goods and services that satisfy their
needs. PRTC has personal representatives in New
York, Miami, Los Ángeles, in Europe (Spain,
England and Germany), and in Latin América
(Brazil, Argentina, México, Venezuela, Costa
Rica).
with the targeted consumers to obtain an
immediate response and develop lasting
relationships with them telephone marketing,
direct mail, and online marketing (List of Clients).
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University of Puerto Rico 19
The PRTC Promotion Variable Cont.
 Sales promotions - are materials or activities
used to create goods and services sales.
Ex.
Coupons, contests, cents-off deals, premiums. PRTC
gives away articles or souvenirs with the logo and
web page of PRTC (pens, pencils, notebooks,
posters, water coolers, stickers, etc). Publishes a
monthly magazine called Qué Pasa.
 PRTC sponsors any activity or event that produces
room occupancy. Ex. shows promoting cultural
events and children’s educational programs, festivals,
conventions, and marathons.
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University of Puerto Rico
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Conclusions:

Sustainable Tourism requires long term planning to
maximize and conserve natural, cultural and historical
resources for future generation’s enjoyment.
 Is ecological and culturally sensitive.
It requires a lot of effort and commitment from the
government, the hotel industry and the general public
as well.
“Tourism is wealth for every country.”
“Tourism is you.”
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University of Puerto Rico
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