Introduction
Tourism to be sustainable and can play an important role in the development of a country and essentially in residential areas where natural and cultural resources also abound, even lacking financial resources that allow economic growth in other ways is, It is necessary to attend to the most important actors in this interrelation, as well as the most important consequences or impacts that this may have on the classic dimensions of sustainable development: ecological, economic and socio-cultural: positive and negative, impacts that are interrelated, therefore that beneficial synergies or inverse relationships may occur between these three areas of impact.
One of these effects is the irruption of tourism in the host community, which can be expressed at two levels: one macro-social, from which economic, social, cultural, and environmental transformations are derived at the destination level; the other is more immediate and affects people through a mechanism of social interaction with tourists, which generates changes in the attitude of residents, such as acceptance or rejection of tourists and of tourism activities.
In this sense, analyzing the level of satisfaction of residents becomes a necessary issue for local authorities and service providers, so that possible problems or discomforts that the inhabitants may present with this sector can be detected in time.
We find visitor satisfaction analysis more frequently and resident satisfaction analysis less frequently. Both in the literature and in the agencies that manage tourist activity in destinations, they can be found.
This work focuses on an analysis that can facilitate the evaluation of the satisfaction of the host community residing in La Playa de Varadero.
This study of the perception of residents on the beach of Varadero in Cuba, Caribbean Island that aims in its first part to briefly describe the indicators of community satisfaction towards tourism according to the dimensions approved by the World Tourism Organization (OMT), a second moment in which the geographical area where the tourist town is located is characterized and described, as well as the research instrument used in said study; The third part focuses on the presentation of the results of the applied instrument, conclusions and suggestions regarding the investigation.
Community satisfaction indicators
Assuming that tourism is the temporary movement of people to destinations outside of their normal place of work and residence, as well as the activities that take place during their stay in those destinations, and the facilities created to take care of their needs (Mathieson and Walls, 1982), it is understood that tourists interact with local residents during their stay and the result of their relationship is translated into changes in the quality of life of individuals or the community, in the value system, in the labor division, family relationships, attitudes, patterns of behavior and expressions of creativity (Fox 1977; Cohen 1984; Pizam and Milman 1984).
Changes in the quality of life of the host community are influenced by two main facts: the tourist-resident relationship and the development of the same industry (Ratz, 2000); These two elements and their consequences contribute directly to the level of satisfaction of the inhabitants with the tourist activity and with its specific components.
Regarding these levels of resident satisfaction, the World Tourism Organization states that: The variation in the level of satisfaction can be an early warning indicator of the existence of hostility or the possibility of incidents, as well as a means to obtain information on incipient problems and reasons for discomfort before they become serious, which is why the satisfaction of residents with tourism is essential for sustainability; in extreme cases, community hostility has alienated tourists. (OMT, 2004).
From the perspective of sustainability, satisfaction can be evaluated from the three dimensions: the environmental dimension, emphasizes the perception of the inhabitants due to the need to reduce the pressure on the physical environment, such as excessive consumption of natural resources and pollution. of sites; the economic dimension, considers human needs for material well-being, such as the increase in prices, employment options (Cottrell, 2005) and the social dimension, refers to individual skills, dedication, experiences and results of behaviors such as customs and traditions. Spangenberg (2002) refers that social interaction and related social norms are necessary preconditions for economic activities.
Case study Varadero, Cuba
Varadero as a tourist place of sun and beach, located in the northernmost point of the island of Cuba with its 22 km of beach is characterized by the wide strip of white sand and warm waters which are managed through a System in process of Certification with the norms ISO 14000. But all this is complemented with other natural resources such as caves, lagoons, keys, endemic flora and fauna or places with excellent conditions for the practice of nautical sports. Those who enjoy surfing, aquabike and sailing, will find good spaces and all the facilities, and specifically scuba diving with 23 dive sites and an underwater park.
As the main tourist enclave of sun and beach in Cuba, it has experienced great growth in recent years in the hotel and non-hotel infrastructure, and in a diversification and qualification of its tourism product. Along with its main resource, the beach, peace, security for the client.
Varadero, is recognized as one of the most famous natural beaches in the world, is located on the Hicacos Peninsula, north of the province of Matanzas. Its prolonged outcropping of land, 24 km of sand and consecutive beach long and little more than 700 m wide, closes the northern portion of the wide Bay of Cárdenas. The cities of Matanzas, Cárdenas and the Zapata Peninsula, complement Varadero with unique attractions of nature, culture, historical and heritage values and possibilities for recreation.
Varadero has an international airport, which receives flights mainly from Europe and North America, facilitating access from abroad and communication with other destinations. It has the Marina Dársena de Puertosol, an international port located at 23 ° 11'30 "north latitude and 80 ° 07'44" west longitude, where yachts and sailboats are received with all the facilities that guarantee the necessary conditions for a pleasant stay., as well as the corresponding national maintenance and customs services; constituting an important link for the Multi-destination, a Caribbean tourism product in development.. In addition to having the only existing professional golf course on the island and one of the six best courses in the Caribbean, with 18 holes, 72 bordered by the sea to the north and south.Other interesting attractions for recreation are dolphin shows, skydiving, tour buses, car rides, motorboating, jeep, among others.
For our country, tourism is one of the most important economic activities as it is on a global level since it plays an important role due to the benefits it offers to the generation of foreign exchange, employment and investment, playing a preponderant role in the main national economies, essentially in poor countries, in recent years tourism in the world has grown at rates higher than the growth of the economy as a whole despite being currently going through a world crisis.
In Cuba, it is one of the driving forces of the economy and in particular, the tourist destination of Varadero, located in the Hicacos Peninsula, Matanzas Province, which today is among the most important and dynamic destinations in the Americas and the Caribbean. Varadero is its main destination for sun and beach, for peace and security, which has favored the Country. However, this positive impact of (income injection, job creation, infrastructure improvement, etc.) has nevertheless caused concerns or overshadowed other aspects and negative effects that this tourist activity brings, such as environmental impacts, (due to the construction of more than 54 hotels around the coast of the Peninsula, degradation of the natural environment, generation of solid waste, etc.) or sociocultural as the risk of transculturation in the local population, etc.).
It is of interest to know how the local population perceives the impacts of tourism, both positive and negative, in order to develop sustainable development policies; which will revert to quality in the tourist experience and capacity in the tourist destination. Therefore, it is necessary and important to measure how residents perceive the practice of tourism in their locality.
With this study, of perception of the level of acceptance of residents in Varadero towards the tourist activity in their locality and in the interest of the Ministry of Tourism in Cuba (MINTUR) essentially at the request of the Minister of Tourism, to carry out the study of this phenomenon so subjective and intangible, complicated in fact when having to analyze human subjectivity; that is to say, their perception of whether or not tourism benefits them in their community.
It is from these purely subjective and difficult-to-measure effects that we propose a model or tool facilitating a scientific form that is endorsed by the parameters or indicators of sustainable development for tourist destinations and the Practical Guide of the World Tourism Organization UNWTO. (2004), in which three fundamental parameters stand out:
The environmental dimension from the perspective of sustainability and the perception of the inhabitants; by the need to reduce pressure on the physical environment, such as excessive consumption of natural resources and pollution, etc.
The economic dimension considers the human needs of material well-being, referring to the management of tourism marketing, material and financial resources, for the Country and the community.
The sociocultural dimension refers to the culture, behaviors such as customs and traditions, the quality of life, relationships that it establishes, etc.
It is necessary to know how the local population perceives the impacts of tourism and at what level of acceptance for the resident, so in subsequent studies we could establish a psychological load capacity on the part of the tourist that would give us the possibility of measuring other aspects such as presence of many other visitors to the destination, which would constitute an element of attraction and an added value to the quality of the destination, in addition to corroborating whether the UNWTO principles that define sustainable tourism are met, which we list below.
Principles of sustainability according to the UNWTO
- Natural and cultural resources are conserved for their continued use in the future, while providing benefits. Tourism development is planned and managed in a way that does not cause serious environmental or socio-cultural problems. Environmental quality is maintained and improved. high level of visitor satisfaction and the destination retains its prestige and commercial potential. The benefits of tourism are widely shared across society.
Sustainable tourism is better understood as a Philosophy of life, in which those who practice it are aware of the fragility of the places they visit and therefore, these must be observed in the parameters explained above. Therefore, the concept of sustainable tourism is related to that of carrying capacity, which is defined as the maximum use that can be made of the economic, social, cultural and natural resources of the destination area without reducing the satisfaction of visitors and without generating negative impacts on the host society or the environment.
Resident's perception of sustainable tourism, therefore, we can speak of sustainable tourism when the load capacity of a destination area is not exceeded, the established load capacity, also responds to the goal of the destination, to the place where the destination wants to reach the minds of residents (Universo Turístico «Sustainable Tourism» February 2010).
Community satisfaction indicators
Assuming that tourism is the temporary movement of people to destinations outside of their normal place of work and residence, as well as the activities that take place during their stay in those destinations, and the facilities created to take care of their needs (Mathieson and Walls, 1982), it is understood that tourists interact with local residents during their stay and the result of their relationship translates into changes in the quality of life of individuals or the community, in the value system, in the workplace, attitudes and patterns of behavior and expressions of creativity.
One of these effects is the irruption of tourism in the host community, which can be expressed at two levels: A macrosocial level, from which economic, social, cultural, and environmental transformations are derived at the destination level; At a more immediate level, it affects people through a mechanism of social interaction with tourists, which generates changes in the attitude of residents, such as acceptance or rejection of tourists and the activities of tourism.
The scientific problem to be solved is the deficit of knowledge about the level of acceptance of the residents in Varadero with respect to the tourism they receive in their locality, to contribute to the making of informed decisions that have to be used to make Ministerial decisions that benefit to the community, for this we proposed as a general objective: To analyze the level of acceptance of the residents of the Town of Varadero as a host community, of tourists; to achieve the same we set ourselves. Develop the theoretical framework related to the topic addressed. Assess the level of perception of residents in Varadero towards the tourism that arrives in the town:assess the usefulness of the information provided by the comments and opinions of the residents of Varadero for making decisions that promote the level of acceptance of the residents towards tourism in a way that benefits them in the areas measured.
The theoretical value of the research that supports this research is directly linked to its scientific novelty related to the application in the specific conditions of the residential sector, the tourist community of Varadero, based on the adequate updating and contextualization of the topic addressed, which is in the midst of the research development phase for the interest of MINTUR, from which the methodological value is derived, which consists of the possibility of developing and integrating certain approaches, procedures and instruments for the study of the scientific problem addressed and a practical value that consists of the contribution which represents the analysis of the level of acceptance of residents in the town of Varadero as a host community for tourists,which corresponds to strategic actions for the knowledge of the level of perception of residents in this territory, defined by the Directorate c of MINTUR in 2011. It is important to continue the process of improvement of business decisions.
The tool used is based on a very generalized research method in psychosocial studies, effective and reliable. The survey, which was carried out among residents in the town of Varadero Beach. To measure the impact that tourist activity experiences on the population. This direct method of research has been chosen because of the information provided by the local population itself, since the interest lies in knowing their perception of the advantages or disadvantages of living in a tourist destination, a reason that justifies the use of this research method and not another indirect or observable type;The simplest mechanism to find out how the resident citizen values or perceives the impacts of tourism, whether positive or negative for them, is by asking them directly by conducting the survey, to which the LIKERT-type scale is applied.
Design of the questionnaire and measurement of the variables
- During the quantitative phase, special attention is paid to two points of interest: the definition of the survey structure and the measurement scales of the main variables that comprise it, and the characterization of the research design and field work. In the design and execution of the survey or questionnaire as a quantitative method of structuring the information, the standards required for the preparation of a questionnaire, and the conditions for its application, were considered.
- Determination of the population to be studied Design of the questionnaire, which implies determining the measurement variables The type of questionnaire The content of the questions Types of responses Number and sequences of questions Design control Type of sampling a use and fix the sample size Organization of field work Tabulation and statistical treatment of information Analysis of results.
In the conception of the questionnaire, the recommendations formulated for its design were considered. (Kotler, 2004, Bigné and others, 2000; Miquel and others, 1997; CIDTUR, 2007) The starting point for the design of the questionnaire content is the identification of the variables in correspondence with the primary information needs required to evaluate.
The information collected during the exploratory study, the survey was designed with the objective of evaluating the degree of acceptance of the population residing in Varadero towards tourism, as part of the design of the survey, the pilot test was carried out on 10 people. In the first place, the level of understanding of the questions by the respondents was checked, making the pertinent modifications, where it was noted that their presentation could be simplified. (Rosa M. Vega José M. Antuña.)
The questionnaire was made up of 10 questions: capture general information about the respondents; the second and fundamental, contained the main aspects under investigation, allows us to know the impact that the population experiences on tourist activity; given that the interest lies in knowing their perception of the advantages or disadvantages of living in a tourist destination, the reason that justifies the use of this research method and not another indirect or observable type; The method that we have found most feasible to find out how the resident citizen perceives, sees or values the impacts caused by tourism practices in their locality, whether they are positive or negative for them, is by asking them directly through surveys.
For the elaboration of the questions we chose a scale. (The Likert scale is a method developed by Rensis Likert in the early thirties; however, it is a current and quite popularized approach) with 10 items. (An item is a phrase or proposition that expresses a positive or negative idea regarding a phenomenon that we are interested in knowing). It expresses an opinion on a topic or sentences that have been carefully selected, so that they constitute a valid, reliable and precise criterion to measure in some way these social phenomena. In this case the phenomenon the acceptance of tourism in the town of Varadero.
The survey was carried out on 63 residents, a sample that is considered representative for the volume of the population. It consists of a battery of 10 questions (see annex) where the impacts considered more important than those described above that affect the local population of the Varadero sun and beach tourist destination are collected. These 10 questions try to identify which of these impacts, regardless of how they are valued.
Analysis of the results
- Residents consider that the arrival of tourists does not bring great deterioration of the environment due to the behavior of tourists(2) We can appreciate a great acceptance of the respondents of the locality to invite the tourists they receive to a next return (3) In the same way, the respondents refer that the arrival of tourists to Varadero stimulates the development of the local culture (4) It is interesting that 100% of those surveyed accept the arrival of tourists to their residential area (5) Regarding the reasons why the tourists who visit them would return, they raised 50% as a mode of recreation and 50%, for the Political stability and security that Varadero has as a tourist destination (6). In the variable related to the economic benefit for residents motivated by tourism in the locality, it is between to a great extent and to a certain extent (7).Regarding the variable that deals with whether the arrival of tourists to the town improves Varadero's infrastructure (roads, transport, communication technologies, shops, etc.), 45% say that to some extent and 52% to a limited extent.. (8) Regarding whether residential tourism ensures long-term socioeconomic benefits, including stable employment opportunities, as well as social services that increase the quality of life of residents, refer to the data that 70% express than to a certain extent and 30% to little or no. (9) Regarding the variable to what extent, in their opinion, the traditions of culture, popular (carnival festivals, gastronomy, crafts) are expressed and benefits them as residents of Varadero,without a doubt that, in other words, 92% assure that in no way benefits them as residents. (10)
Conclusions
It is necessary to know how residents perceive the arrival of tourists to their territory or place where they reside; since the interaction or relationship between these actors translates into changes in the quality of life of individuals or the community, in the value system, in benefits of jobs, attitudes, patterns of behavior, in expressions of creativity, of services of improvement in the families' economy, that is, the population's quality of life spectrum is broadened. On other occasions, they generate discomfort in the residential population due to the negative impacts that unsustainable tourism practices bring.
From the application of the survey to residents, the following results can be highlighted:
100% of those surveyed accept the arrival of tourists to their residential area.
50% report economic benefit for residents to a great extent and 50% to a lesser extent.
In the same way, the respondents refer that the arrival of tourists to Varadero stimulates the development of local culture.
For residents of the Varadero community, tourism has benefited 45%, referring to the improvement of infrastructure (roads, transport, communication technologies, shops, etc.) But not enough.
Regarding whether with residential tourism they ensure long-term socio-economic benefits, including stable employment opportunities, as well as social services that raise the quality of life of residents, refer to the data that 70% express that to some extent and 30% little or no.
That the community aspires to improve its level of acceptability towards tourism to the extent that its cultural, gastronomic, artisanal traditions, construction of carnival festivals, etc. can be expressed. expressed as 92%.
recommendations
- Design an active feedback system of the comments and opinions expressed by the residents of Varadero as a way to get a perception of the acceptance of each of the parameters suggested by the OMT Complement the study considering other variables and that includes the months of discharge national tourism Deploy other studies specifying each of the three parameters studied.
Annex 1
Survey
We appreciate you giving us the possibility of knowing your opinion as residents of the Varadero Peninsula about what you think about the visit of tourists in the town. Please answer the following questions. Your criteria and opinions will facilitate the improvement of our work.
General Data:
Sex: M_ F_
Age: From 16 to 26 years_ from 27 to 37_ from 38 to 48_ from 49 to 59_ More than 60_
1. Occupation
State
Worker Self Employed
Retired / Pensioner
Housewife
Student
2. Have you observed deterioration of the environment due to the behavior of the tourist?
To a great extent
To a certain extent
To a little extent
To some extent
Not at all
3. Would you invite a tourist to return for a new stay in Varadero?
Sure
Probably yes
I do n't know
Probably not
Sure no
4. Do you think that tourism stimulates the local culture?
To a great extent
To a certain extent
To a little extent
To some extent
Not at all
5. Are you satisfied with the arrival of tourists in the residential area of Varadero?
Very satisfied
Less satisfied
Dissatisfied
Somewhat satisfied Not satisfied at
all
6. Mark what reasons you think the tourist would have to visit the residential area of Varadero.
As a mode of recreation
To share cultural experiences with residents
Par the offer of products for houses and residential apartments.
To visit markets and fairs
For the political stability and security of the dry dock.
7. You think. that the visit of tourists to the residential area of Varadero benefits its residents economically.
To a great extent
To a certain extent
To a little extent
To some extent
Not at all
8. Consider you. that due to the arrival of tourists to the town, Varadero's infrastructure improves (roads, transportation, communication technologies, shops, etc.)
To a great extent
To a certain extent
To a little extent
To some extent
Not at all
9. Do you think that the arrival of tourists to the residential area ensures long-term socioeconomic benefits, including stable employment opportunities, as well as social services that raise the quality of life of residents.
To a great extent
To some extent
To a little extent
To some extent
Not at all.
10. Mark the extent to which it will be important for Varaderense residents to respect the traditions of popular culture (carnival festivals, gastronomy, crafts) as a tourist attraction and that these activities benefit them in these spheres.
To a great extent
To some extent
To some extent
To a little extent
Not at all.
Thank you for your cooperation, we wish you a happy day.
Annex 2
Table of acceptance rates
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