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Revista Universidad y Sociedad
On-line version ISSN 2218-3620
Abstract
DUENAS REYES, Edian et al. Identifying attributes of the nature tourism product: River Walk. Effective strategies for marketing. Universidad y Sociedad [online]. 2024, vol.16, n.3, pp. 96-107. Epub June 30, 2024. ISSN 2218-3620.
The tourist industry faces today new challenges, when being subjected to frequent changes to those that the companies should make front from a more and more professional vision, of there the necessity to work in a constant way in the managerial management. The present investigation has as objective: to propose commercialization strategies starting from the identifying attributes for the tourist product of nature Walk for the River. For the development of the same one they were carried out bibliographical relating revisions to the commercial management of tourist products of nature. As part of the same one the market consumer of the product is characterized and the tendency of the consumption of the clients is analyzed. Then, the attributes are determined considered as identifying of the studied tourist product of nature, a survey is designed with the objective of comparing the perception of the attributes for the clients and the grade in that these they hope the service behaves, what allows to make the womb of importance-valuation and of this specific strategies are obtained starting from the identified attributes as possible to develop and to improve.
Keywords : identifying attributes; tourist product of nature; environmental sustainability.