Summary
Tourist information systems are of utmost importance as they facilitate the organization and standardization of information, allow to know the status of data, information on markets and competitors, statistics of projects, suppliers and other relevant information for organizational management and the taking decision making.
The article constitutes an approach to the Visitor Information System (SIV) in the Zapata Peninsula based on the necessary information that clients require upon arrival at their destination. This is managed by the Tourist Information Office based in Varadero given the mission of providing information regarding all tourist resources in the region by disseminating it in the form of informational supports produced by the National Tourist Information Office in the country, for means of organizations that establish direct contact with the clients they receive. The desired effect is that tourist information constitutes one of the quality attributes that brings customers interested in visiting the Zapata Peninsula destination.
Through the application of techniques such as: the search for information, the analysis of documents, the technique of direct observation, the survey focused on the questionnaire, we have worked to obtain the varied demands of the different users in terms of regional tourist information, and incorporate interrogation capabilities to adapt the possible alternatives of tourist offer to the requirements of our clients.
The analysis of current trends in tourism in Cuba makes it possible to approach the destination of the Zapata Peninsula, the largest and best preserved wetland in the entire Insular Caribbean. At the same time, it constitutes a natural, national, regional, and global reservoir, possessing fragile ecosystems and important natural resources. Its relief is flat, highlighting in its geography the basins of the Hatiguanico and Hanábana rivers, the latter pouring its waters into the Laguna del Tesoro, one of the largest in the country and where there are facilities that recreate a Taino village, as were the primitive inhabitants from Cuba. On its coasts there are flooded caverns and cenotes of extraordinary beauty.
The area stands out for the great diversity of ecosystems, in which more than a thousand species of plants have been identified, predominantly swamp forests, grasslands and mangroves. The fauna is very well represented, comprising 37 species of reptiles and 13 amphibians. Among the endemics, the Cuban crocodile Rhombifer deserves special attention, the crocodile with the most restricted habitat in the world, for whose protection and development there is an internationally recognized scientific hatchery.
Marine and freshwater fish abound in the region, among which the Manjuarí stands out, considered a living fossil due to the primitive nature of its body structure. However, due to the diversity of ecosystems, birds are the most abundant species in the swamp. Of the 368 species of birds that are reported in Cuba, more than 50% can be seen in this region.
This favors bird watching being one of the most far-reaching tourist modalities in the area and with the highest concentration of endemic Cubans, the Gallinuela de Santo Tomás and the Ferminia are only found in this place.
In this habitat, species such as the Parakeet, the Catey, the Cabrito de la Ciénaga and the Zunzuncito or Bird Fly, an endemic endemic species, nest. Populations of pink flamingos also stand out.
Multiple pre-Columbian archaeological remains have been found in the territory of the Ciénaga de Zapata. Also part of the history of the region are the existence of channels created by the ancient settlers for river communication, as well as the presence of the Playa Girón museum, where testimonies of the mercenary invasion of 1961 are preserved.
All these values have allowed this territory to be declared by UNESCO as a Biosphere Reserve since 2000 and to be inscribed on the list of Wetlands of International Importance of the Ramsar Convention.
From the national point of view, it is officially declared as “Zapata Peninsula Managed Resources Protected Area”. Areas of special importance within it are: the Ciénaga de Zapata National Park, the outstanding natural feature of the Zapata Speleolacustre System; and the Bermejas Wildlife Reserve. It is one of the main nature tourist destinations in the country.
Tourism, a bit of history…
As one of the main exponents in the service sector in which quality and information management play an essential role, is tourism. An analysis on the evaluation of the manifestation of the tendencies of this in the country; It dates back to the 1990s, when Cuba implemented an international expansion and development program. This allowed an annual growth of 8% of its rooms and 13% in the arrival of visitors, making the country the third tourist destination in the Caribbean in less than 10 years, despite not having the United States market. In just 15 years, arrivals increased 6 times, rooms tripled, income multiplied 8 times and the workforce doubled,The development of Cuban tourism has been based on our strengths as a country and as a tourist destination, among its distinctive features are:
- The search for new and enriching experiences.The country has around 900 linear kilometers of excellent beaches.Sites declared by UNESCO World Heritage Sites.The island has Biosphere Reserve sites.Several areas have been identified with the category of management of protected areas, some of them National Parks High indicators of education, professional preparation and culture in Latin America Health indices similar to first world countries, the infant mortality rate is below 5.0 per thousand live births, and a Average life span of 76 years Increasing importance of the middle-aged and elderly segment There are policies to protect the environment and develop sustainable tourism, preserving values, identity and natural resources High levels of protection and national security.More demanding demand in terms of quality Marketing strategies to achieve more segmented markets From passive and contemplative vacations to more participative and active ones Tendency to promote short vacations Growth of independent travel in the main issuing markets Greater growth of long-haul trips A standardized, rigid and massive tourist package with sun and sand as the main attraction is no longer desired Deepening of alliances and megafunctions Increase in late bookings and search for last minute offers Marketing through of the personalized Internet system Important products of high international prestige such as Cuban crafts, rum and tobacco A cultured, supportive, hospitable and joyful people An authentic and indigenous cultural tradition,that together with a prestigious and extensive system of artistic education has allowed it to have thousands of artists, professionals and a culture of recognized international prestige.
The development of world tourism itself and its impact on economies has generated strong competition between the different styles, stimulated by a set of external factors that have a direct impact on the sector.
Those factors include:
- The economic, political and social system of the source markets Increase in fuel prices in the tourism industry Effects of climate change, rise in average temperature (less cold and shorter winters) New trends in financial markets Growth of the competition (increase of rooms and tourist options) Increase of investments in promotional campaigns Climate of insecurity Increase of campaigns and actions of the United States government.
Given the presence of these external factors, the country draws up strategies to increase the development of tourism:
- Development of the Promotional Campaign "Authentic Cuba" in all the main issuing markets. Creation of an SI V in all tourist destinations in the country. Promulgation of a Decree Law on Customs Regulations. Implementation of a broad action plan between the Institute of Civil Aeronautics of Cuba, the General Customs, Immigration and the Ministry of Tourism Implementation of a program of checks on insurance for tourism Growth of joint ventures Investments in non-hotel activity Development of tourist regions.
This research is aimed at promoting one of the strategies to increase the development of tourism in the Zapata Peninsula, with the interest of achieving an approximation of the Visitor Information System.
Visitor Information System (SIV).
With the aim of managing the IMS, the Tourist Information Offices in Europe emerged, where their services in France, Holland and Spain are centenary. The objective of the Tourist Information Centers is to manage all the services related to the attention, orientation and advice of the visitors who arrive at their tourist destination, as well as to organize the promotion and commercialization of the tourist products of their territorial demarcation.
In 2006, the Tourist Information Office was created to develop the information system in urban nodes, international airports, and establishments with a large influx. In the period between 2007 - 2008 the SIV was created.
The SIV created by the MINTUR, is designed to satisfy the informative requirements of the tourist and contribute to the increase of the commercialization in Cuba and abroad.
The objective of the system is to publicize the products, services and tourist attractions conceived for a pleasant stay where, through the different offers, the achievements of the revolution can be appreciated and the benefits of nature, on the other hand, facilitate the increase / growth in per capita visitor spending.
In the Zapata Peninsula, the Tourist Information Bureau was created on May 13, 2010, (whose management center is located in Varadero) based in the Boca - Guamá Tourist Complex belonging to the Integral Cubanacán Peninsula de Zapata Company.
The work objectives are aimed at:
- Develop the IMS through the implementation of information media and the Internet, to favor the decision to travel and increase the per capita expenditure of tourists in the destination.Guarantee efficient economic management of material and financial resources and investments as well as guarantee marketing, which allows compliance with the revenue plan. Strengthen internal control, defense, security and protection activities. Achieve the assurance and control of material, human and economic resources.
An integrative analysis of the different processes of tourist activity in the destination Peninsula de Zapata, promotes an approach to the term tourism as an economic-social phenomenon that occurs from a temporary displacement of an individual or group of them, from their place of origin to a destination, non-profit with a marked psychosocial motivation.
Since 2001 the strategies are focused on the search for diversification in tourism products; work is done to raise quality; toward improving marketing; the increase in the participation of foreign investment; and the development of sustainable tourism.
In the particular case of the Zapata Peninsula, the SIV is made up of the following elements: information, supports (primary and secondary), information professionals and users.
The total offer of tourist information service consists of information, orientation and tourist advice of free informational supports that in turn produce informational supports for marketing, as well as tourist products. The quality of the service and its accessibility are conceived; and the marketing of communication services.
The SIV has a methodology for its implementation structured in 5 phases
Phase 1: Initial Preparation
1.1 Formation of the working group.
1.2 Training of the working group.
1.3 Evaluation of financial availability.
Phase 2: Information gathering
2.1 Formation of the Information Network.
2.2 Description of the issuing markets to the destination.
2.3 Study of information needs of customers.
2.4 Design of information collection mechanisms.
2.5 Information gathering.
Phase 3: Design and production of supports (it is conceived in 3 stages)
3.1 Design and production of printed supports.
3.2 Design and development of digital supports.
3.3 Design and implementation of personalized information services.
Phase 4: Dissemination
4.1 Determine the quantity of supports to distribute.
4.2 Establish the distribution priority.
4.3 Agree distribution routes.
4.4 Distribution and control.
4.5 Train workers.
Phase 5 Control and adjustment
5.1 Evaluation of customer satisfaction with tourist information services in the destination.
5.2 Application of satisfaction surveys with the destination hotels.
5.3 Application of satisfaction surveys at the destination.
5.4 Execution of studies directed by the Territorial Delegation of Mintur.
5.5 Economic evaluation of the Information System.
5.6 Preparation of a plan of measures to correct the deficiencies detected.
Impacts on the application of the SIV
The assessment of the impacts of tourism development in the conditions of a Cuban tourism company is analyzed from the fact that the impact of tourism is conceived as the loss or gain in value of each of the attractions, resources or the natural and anthropic environment as a whole. A group of measures have been identified to reduce the impacts of tourism, among them the following stand out:
- Changes in the type of tourism (typologies of tourist demand) Adequacy of resources to withstand the pressure of use Limitation in the number of visitors Environmental education on topics such as: soil, relief, water, atmosphere, flora, fauna and landscapes.
The impact analysis on the application of the SIV in the Zapata Peninsula identifies positive elements in the economic sphere, among which the following stand out: a secure source of currency; allows the development of the Integral Cubanacán Peninsula de Zapata Company, as well as others in the territory, among which the following stand out: CITMA, fishing, construction and cultural institutions, etc; shows a multiplier effect.
In the ecological sphere, the presence of the SIV influences the development of specific activities and landscapes, as well as the development of infrastructures in which tourist activity takes place in the Ciénaga de Zapata.
The presence of the system in the territory brings with it positive elements in the sociocultural sphere, among which can be mentioned: the increase in the standard of living, promotes peace and understanding between nations, reduces language, rational, ethnic and religious barriers, It contributes to the preservation of heritage and traditions, as well as increasing the price of one's own culture.
The presence of the Tourist Information Office in the destination does not show negative impacts for the implementation of the SIV in the Integral Company Peninsula de Zapata.
The management functions in the Cuban tourism company constitute actions that are exercised for the operation and development of the system. Its essence consists of regulating, maintaining and perfecting the state of order through the execution of specific measures.
The National Tourist Information Office has a national headquarters in Miramar, Playa, Havana and an organizational structure, in turn, each tourist destination has a territorial delegation.
The Varadero destination has a management center for the commercialization of the tourist product of the entire province (highlighting the presence of the Tourist Information Bureau of the Boca - Guamá Complex, Ciénaga de Zapata)
The administrator has the mission of directing and influencing the activities in relation to the functions of the group members.
An analysis of the managerial functions enables an approach to aspects inherent to the concept of leadership present in the administration of the IMS in the destination, among which the following stand out:
- Charisma: the ability to influence informants, empowering them. The role of leader It stands out among his profile: self-esteem, intelligence, creativity, emotional stability and achievement motivation. His skills stand out: instrumental, basic communication and team development. Among the instrumentals are planning, decision making, negotiation, public speaking, meeting management, time management. Present communication skills are empathy, persuasion. Team building skills stand out, including the ability to diagnose, monitor, set goals, and counsel in management.
The administration of the Tourist Information Office has as an essential objective the achievement of the organizational objectives. The manifestations of decision-making and problem solving in the company imply creating an environment, in which employees assume responsibility for a more effective work, which is carried out in teams that, in turn, arise and manage themselves, detecting and solving complex problems in themselves.
Strategies are drawn up in order to eliminate in a general way the lack of informative material, which supports an effective dissemination of supports in the destination, for which the Mini-Guide of the destination was published, which has a map of the territory and general information on the main attractions of the area.
Regarding the assessment of the particularities of the administration, in the case of the Tourist Information Office, the actions that define the institutional, governmental and official character of the SIV should be strengthened. In the same way, the demands should be directed towards the classification of the information, the images that accompany them, as well as their distribution.
Lead the efforts to keep updated the Internet sites where information on the Zapata Peninsula destination appears and achieve the effective implementation of the IMS.
Bibliography
- Artiles Visbal SM. Operational model for the management of information and knowledge in the Cuban company in improvement. Havana: Higher Institute of Technologies and Applied Sciences; 2010.Collective of authors: Administration in tourism. Basic Fundamentals of Management. Department of Business Management. EAEHT, 2006.Estrada Ampudia: Liliana I: Proposal for a Tourist Information System in the Zapata Peninsula. Diploma work, Faculty of Economics and Informatics, Matanzas, 2013. Information on tourism in Cuba. Infotur Available at: http://www.infotur.cu/default.aspx. (Consulted: October 31, 2013) Marrero Cruz, Manuel: Trends and perspectives of tourism in Cuba. FITCUBA, 2007 Salinas Chávez, Eros: Impacts of tourism. Diploma in Tourism Management, EAEHT, 2006.Guidelines of the economic and social policy of the party and the revolution. Chapter IX policy for tourism guidelines 260 and 261. Approved on April 18, 2011 Ponjuán, G., Information Management: dimensions and implementation for organizational success. Rosario, New Paradigm Editions. (2004a) _________________: Particularities of the Cuban Business Tourism System. Diploma in Tourism Management, EAEHT, 2012.Sanguino R. Knowledge management. Its importance as a strategic resource for the organization. Available at: http://www.5campus.org/leccion/km. (Consulted: November 8, 2013).New Paradigm Editions. (2004a) _________________: Particularities of the Cuban Business Tourism System. Diploma in Tourism Management, EAEHT, 2012.Sanguino R. Knowledge management. Its importance as a strategic resource for the organization. Available at: http://www.5campus.org/leccion/km. (Consulted: November 8, 2013).New Paradigm Editions. (2004a) _________________: Particularities of the Cuban Business Tourism System. Diploma in Tourism Management, EAEHT, 2012.Sanguino R. Knowledge management. Its importance as a strategic resource for the organization. Available at: http://www.5campus.org/leccion/km. (Consulted: November 8, 2013).
