Tourist Offer Proposal: "Flavors and Traditions of the Red Land. Rural Experience in Artemisa"

Abstract

Introduction: Tourism needs memorable experiences to be competitive. Cuba, focused on large hotel complexes, is overlooking other potentials. Destinations like Artemisa can use their natural and cultural heritage to create innovative, sustainable, and attractive tourism products for authenticity-seeking travelers. Objective: The objective of this research is to design the tourist circuit "Flavors and Traditions of the Red Earth: A Rural Experience in Artemisa." Methodology: A descriptive and mixed-methods research was conducted in four phases: a literature review; PESTEL and Porter's Five Forces analyses (using analytical-deductive and inductive methods); tourist demand segmentation using cluster analysis (IBM SPSS); and the design of a tourist circuit with an economic, social, commercial, and environmental viability assessment, utilizing the marketing mix. Results: The "Flavors and Traditions of the Red Earth: A Rural Experience in Artemisa" tourist circuit was designed to address low tourist flow, leveraging the region's rural potential. This design, based on the analysis of competition, the environment, and demand, aims to attract more tourists and foster sustainable development. Conclusion: The circuit stands out for its authenticity and appeal, responding to the demand for rural tourism and highlighting Artemisa's rich culture. It is a viable and sustainable project, supported by a marketing strategy that ensures its success and contributes to the socio-economic development of the region. General area of study: Tourism. Specific area of study: Marketing