La promoción es uno de los pilares del proceso de gestión de un destino o producto turístico, no sin olvidar las necesarias acciones de planificación y de configuración de productos turísticos.
En muchas ocasiones nos encontramos ante la situación de promocionar nuestro destino sin antes revisar si nuestra estructura turística (recursos turísticos y empresas locales) está en condiciones de cumplir con las expectativas creadas vía promoción (satisfacer al cliente). Esta es una situación que se repite en todos los destinos, un punto en común más: la promoción predomina sobre la reestructuración del producto.
¿Pero qué es antes el huevo o la gallina?…¿reestructuramos el destino y después promocionamos o lo hacemos al mismo tiempo?
Aunque bien es cierto que la promoción suele ser uno de los principales pilares de la gestión del destino, ésta suele acompañar a las acciones de reestructuración y mejora del destino. Es decir se combinan las estrategias en ambos sentidos.
En los tiempos que corren son muchas las voces que aconsejan no rebajar los esfuerzos a nivel promocional. Dada la situación económica y las previsiones sobre el mercado turístico, la clave parece estar en incrementar los esfuerzos económicos promocionales sobre el mercado interno, el nacional, y en conseguir que siga consumiendo nuestro producto turístico y que así su presencia consiga paliar el previsible descenso de la demanda internacional.
¿Tú qué sugieres? ¿Crees conveniente el aumento de la inversión en promoción y comercialización en tiempos de crisis o apuestas por mantener el gasto en este sentido? ¿O consideras más necesario no promocionar y destinar la inversión a la reestructuración de la oferta?
28 Responses to “¿Conviene reforzar la promoción turística en tiempos de crisis ?”
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