COMMERCIAL STRATEGIES FOR THE TOURIST DESTINATION HOLGUÍN FOCUSED ON THE US MARKET

Abstract

Market research through strategic and prospective planning are fundamental elements for the competitiveness of destinations. One of the potential source markets for Cuba is the United States, since the normalization of relations between those countries would lead to an increase in the flow of travelers from the North American country. For this reason, the objective of this research was to design commercial strategies in the Holguin destination for the US market. For this, the methods were used: analysis - synthesis, induction - deduction and systemic - structural, as well as the documentary review and surveys of the research experts as part of the application of the Scenario Construction Method. As a result, a set of policies, strategies and actions are designed that favor the commercialization of the Holguín destination, in order to obtain the maximum benefit from the improvement of relations between these countries, as a favorable scenario and mainly attending to current trends on practices of tourism, since it has a series of attractions, facilities and potentialities that can be very attractive to the US market.