Una propuesta de marketing turístico para el destino Cantabria

Abstract

RESUMEN: El turismo en España lidera por primera vez el ranking mundial de competitividad turís-tica que elabora el Foro Económico Mundial, ha logrado el podio internacional gracias a la riqueza de sus recursos culturales, sus infraestructuras y "la adaptación a los hábitos de consumo digitales". España ha escalado a gran velocidad puestos en esta clasifica-ción mundial, ya que en la anterior edición de 2013, ocupaba la cuarta posición. Y en 2011, la octava. Esta razón ha sido clave para escoger el tema del marketing turístico, y que mejor manera que ponerlo en práctica realizando mi trabajo final sobre mi propia tierra Cantabria, el conocimiento de su entorno y los grandes cambios por los que está pasando en los últimos años han sido clave en mi elección. Me he apoyado en gran parte del Plan de Marketing de Cantabria 2014-2015, en el que se establecen los objetivos, la metodología y los recursos disponibles para optimizar la actividad de este sector clave de Cantabria, además he aportado una actualización del diagnóstico estratégico del destino, así como una propuesta de producto turístico.

ABSTRACT: This marketing plan is focused on the tourism in Cantabria, one of the regions that make up the so-called Green Spain. The objective of this project is to analyze the important marketing strategies to continue to promote the national and international tourism. First of all, we define the mission and vision of our plan, in order to identify the main lines of action and then we will move on to the strategic analysis, which consists in two parts: first, the external analysis, in which we will discuss those external factors affecting the region; secondly, the internal analysis, in which we will see our strengths and weaknesses. In this first analysis, we will use the tool of analysis which we call (weaknesses, threats, strengths and opportunities). The second, we analyze the strategic objectives such as differentiation, internationalization and seasonal adjustment. The differentiation strategies in relation to our maximum competitors, the process by which it is carried out a commercial strategy differentiated for each of the markets, thereby making it possible to satisfy more effectively to their needs and achieve the objectives of the destination and positioning in the Cantabria which aims to maintain the position of privilege as tourism community for excellence in the North of Spain. We will continue with the operational marketing and their different plans of action: •Product Plan •Pricing plan •Distribution plan •Communication Plan As well as the creation of a product-oriented tourist in a vacation package for different areas of Cantabria to promote national and international tourism. As everything is organized tourists do not have to worry about anything else, only to enjoy. To complete my plan I have carried out a series of conclusions related to the current situation of tourism in Cantabria, the implication that assumes my proposal for those responsible for the Cantabria destination and the specific skills and general that developed the same.