Proposal for the tourist offer "Guanabacoa, cultural hiking"

Abstract

Guanabacoa, located in the province of Havana, is renowned for its cultural, historical, and religious heritage. Despite its rich cultural legacy, tourism in Guanabacoa has been limited. Therefore, the research problem is: How can the tourism offerings in the Havana municipality of Guanabacoa be diversified? The study aims to design a tourism excursion proposal in the Havana municipality of Guanabacoa. The research employs a mixed methodology with a transversal, descriptive, documentary, and field approach. Concurrent triangulation is used for the collection and analysis of both qualitative and quantitative data. The sample is based on 112,237 visitors to Havana in 2021, with approximately 95 respondents selected, allowing for a margin of error of 10% and a confidence level of 45%. The characteristics of the environment and the existence of a demand segment interested in experiences related to Guanabacoa’s culture enable the development of the "Guanabacoa, Cultural Hiking" excursion. The target demand segment has been identified. The designed product, including pricing, distribution, and promotion strategies, demonstrates economic, commercial, and social feasibility. It is concluded that the proposed excursion is viable and attractive for those who value cultural and natural heritage, and it will contribute to the sustainable development of tourism in Guanabacoa, benefiting the local community. The specific area of study is marketing.