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TESIS DOCTORAL MANUEL PÉREZ SERRADILLA.Pdf MANUEL PÉREZ SERRADILLA LOS CLUBES DE PRODUCTOS COMO HERRAMIENTA DE COMERCIALIZACIÓN DE PRODUCTOS TURÍSTICOS SINGULARES EN ANDALUCÍA TESIS DOCTORAL Sevilla, 2015 FACULTAD DE TURISMO Y FINANZAS MANUEL PÉREZ SERRADILLA LOS CLUBES DE PRODUCTOS COMO HERRAMIENTA DE COMERCIALIZACIÓN DE PRODUCTOS TURÍSTICOS SINGULARES EN ANDALUCÍA TESIS DOCTORAL Sevilla, 2015 Dirigida por la Dra. Ana Mª García López Departamento de Geografía Humana de la Universidad de Sevilla MANUEL PÉREZ SERRADILLA 5 AGRADECIMIENTOS Me gustaría resaltar con estas líneas el apoyo recibido por todas las personas e instituciones, a lo largo del desarrollo de esta investigación. En primer lugar, expresar mi agradecimiento a la directora de esta tesis, Dra. Ana García López, por su profesionalidad, su dedicación y la confianza que siempre me ha transmitido en el proceso por el que ha pasado este trabajo de investigación. Del mismo modo quiero agradecer a mis compañeros de Grupo Edutravel su ayuda por el respaldo mostrado en el día a día de nuestra empresa y especialmente a mi socio Javier Díaz-Ambrona Carrizosa por la tranquilidad que me ha transmitido para poder dedicar el tiempo necesario a la investigación de esta tesis doctoral. También me gustaría agradecer la colaboración de los numerosos profesionales y expertos, tanto de la administración pública como del sector privado, a los que solicité información y me ayudaron con su tiempo, contestando a cuantas cuestiones se les planteaban. Igualmente me gustaría transmitir un agradecimiento profundo a mis padres, mi hermana, mis tres sobrinos, y mis amigos por el ánimo continuo recibido y por todo el tiempo que les he robado. Y por último, quiero agradecer muy especialmente a Cristina Benjumeda González el apoyo y el cariño que me ha transmitido todos los días, haciendo que este proceso fuera un camino mucho más fácil con su compañía y su comprensión. MANUEL PÉREZ SERRADILLA 7 RESUMEN La demanda turística actual, tanto a escala nacional como en Andalucía, requiere servicios y productos con altos estándares de calidad. El nuevo mercado demanda a las empresas turísticas ofertas a la medida, paquetes a la carta, lo que hace que hoy por hoy la satisfacción total del cliente se convierta en un objetivo más difícil de conseguir que en décadas anteriores. Nuevas apuestas por la competitividad y la diferenciación de los destinos han comenzado a utilizar modelos de gestión que desarrollan estrategias de segmentación de los productos. De estos esfuerzos surge la generación de los “Clubes de Producto” (CP) que se han convertido en una herramienta esencial en el desarrollo de la oferta dirigida a los distintos segmentos de mercado. Desde el punto de vista del turista, la creación de estos CP nace de los esfuerzos por satisfacer mejor las necesidades de los consumidores. Además, se hace indispensable la presencia de una marca común, que sirva para promover de modo unificado las propuestas y que se utilicen en las estrategias de comercialización y promoción, así como de la comunicación, tanto por medios tradicionales como a través de Internet y del marketing on-line. Esta capacidad de desarrollar estrategias compartidas para promoción es una de las ventajas que ofrece la adhesión a un CP, favorece compartir los gastos totales asociados y beneficiarse de una gestión profesional de marketing de promoción. Los destinos turísticos maduros son los que han comenzado a desarrollar este tipo de promoción, con la pretensión no sólo de llegar a nuevos mercados, sino también acrecentar la fidelización de los turistas. El Turismo 2.0, Internet, las redes sociales y el comercio electrónico, son nuevas oportunidades en la distribución turística que garantizan rentabilidad en el sector, ya que refuerzan el canal de venta directo al consumidor. Es una realidad donde aparece también un nuevo protagonista: el nativo digital. Este participa de forma muy activa en la comercialización de los productos y servicios turísticos. Vivimos hoy una peculiar transición de un modelo de desarrollo turístico basado en patrones de producción industrial a un modelo de desarrollo a partir de satisfacción de segmentos altamente diferenciados. Debemos atender a esta demanda en constante transformación, donde turistas digitales y nuevas tribus de turistas conforman un universo heterogéneo, pero que confluyen en un común distanciamiento respecto del consumo off-line. Un turista que demanda una mejor y más veloz información on-line. Optimizar la posición competitiva de nuestras empresas turísticas y destinos es un objetivo prioritario que está presente en la mayor parte de los procesos de planificación estratégica. Y los Clubes de Producto como instrumento de planificación y gestión pueden jugar un papel determinante. El trabajo que se presenta a continuación se ha estructurado en 3 partes o bloques diferenciados: la primera parte (capítulo 1 y 2) nos aproxima a la realidad del tema a través de una introducción general, así como el marco metodológico que lo sustenta y el marco teórico. La segunda parte (los capítulos 3 y 4) responde al origen y experiencias de los diferentes CP creados y al trabajo de campo realizado en la comarca Aljarafe-Doñana y en la ciudad de Málaga; y la tercera parte (capítulo 5) aporta tanto los resultados de la investigación como los derivados de la aplicación práctica y puesta en el mercado de productos turísticos, para finalizar con las conclusiones de todo lo anterior. ….novedad, oportunidad, actualidad, necesidad, interés social y económico, así como ganas de experimentar” son las principales razones que han llevado al doctorando al planteamiento de este proyecto, donde Investigación y Empresa turística han nacido, se han desarrollado y han crecido en paralelo, nutriéndose de contenidos y experiencias la una de la otra. MANUEL PÉREZ SERRADILLA 9 INDICE GENERAL PARTE PRIMERA. PRESENTACIÓN Y MARCO TEÓRICO .................................. 13 CAPÍTULO 1. INTRODUCCIÓN A LA INVESTIGACIÓN ................................................. 15 1.1. JUSTIFICACIÓN DEL TEMA DE INVESTIGACIÓN ........................................................ 25 1.1.1. Justificación del tema de estudio. ........................................................................... 25 1.1.2. Justificación del ámbito de estudio. ........................................................................ 27 1.2. OBJETIVOS E HIPÓTESIS .................................................................................................... 28 1.2.1. Objetivo general y objetivos específicos. ............................................................. 28 1.2.2. Hipótesis ............................................................................................................................ 29 1.3. METODOLOGÍA y FUENTES UTILIZADAS ...................................................................... 30 1.3.1. El método .......................................................................................................................... 30 1.3.2. Las fuentes de información. ...................................................................................... 31 CAPÍTULO 2. MARCO TEÓRICO ................................................................................................ 39 2.1. PLANIFICACIÓN Y GESTIÓN DE DESTINOS TURÍSTICOS ...................................... 44 2.1.1. Introducción a la política municipal en el ámbito turístico ............................ 48 2.1.2. Modelo del turismo municipal ................................................................................... 49 2.1.3. Modelo turístico comarcal ........................................................................................... 52 2.1.4. La elaboración de un plan de desarrollo turístico .............................................. 58 2.2. LA IMPORTANCIA DE LA COLABORACIÓN PÚBLICO PRIVADA EN LA PROMOCIÓN DE LOS DESTINOS TURÍSTICOS .................................................................... 60 2.3. COMERCIALIZACIÓN DE PRODUCTOS TURÍSTICOS ................................................ 71 2.3.1. Plan de Marketing como herramienta de comercialización de los productos turísticos .................................................................................................................... 76 2.3.2. Las Agencias de Viajes Receptivas y Virtuales ................................................... 79 2.3.3. Internet y la aplicación de nuevas tecnologías .................................................. 86 2.3.4. El dominio de la demanda en el proceso de planificación de un viaje ...... 99 10 PARTE SEGUNDA. ESTUDIO EMPÍRICO. APLICACIÓN DE CLUBES DE PRODUCTOS DE ESPAÑA Y ANDALUCÍA .................................................................. 111 CAPÍTULO 3. LOS CLUBES DE PRODUCTOS. ORÍGEN Y EXPERIENCIAS ........ 113 3.1. LOS CLUBES DE PRODUCTOS (CP) ............................................................................... 115 3.1.1. Definición ........................................................................................................................ 116 3.1.2. Objetivos y líneas de actuación .............................................................................. 117 3.1.3. Características............................................................................................................... 120 3.1.4. Formación: Estructura y Etapas ............................................................................. 126 3.1.5. Tipologías .......................................................................................................................
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