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Tfm187.Pdf (6.463Mb) UNIVERSIDAD POLITÉCNICA DE CARTAGENA FACULTAD DE CIENCIAS DE LA EMPRESA TITULACIÓN: MASTER EN GESTION Y DIRECCION DE EMPRESAS E INSTITUCIONES TURISTICAS TRABAJO FIN DE MASTER TÍTULO: El turismo de Cruceros en Cartagena. Una Aproximación Descriptiva. Alumno: Jaime Roche Jiménez Director: Juan Jesús Bernal García Septiembre 2012 Agradecimientos: A mi familia y a mi empresa, por el tiempo prestado. A mi director, por un apoyo que no supe entender. Y a mi ciudad, por algo tan antiguo como el mar. 2 Índice PARTE 1. EL SECTOR MUNDIAL DE CRUCEROS 1. Objetivos………………………………………………………………………………………………………Pag.7 2. Introducción .................................................................................................... Pag.9 3. Tipo de cruceros ............................................................................................. Pag.11 4. Producto: turismo de cruceros ....................................................................... Pag.13 4.1. Definición del Producto, turismo de cruceros-Subproductos..………….Pag.13 4.2. Características del turismo de cruceros .............................................. Pag.15 4.3. Características del producto……………………………………………………………. Pag.16 4.4. Componentes del producto………………………………………………..…………… Pag.18 4.4.1. Resort marino. Concepto básico………………………………………………. Pag.18 4.4.2. El itinerario – formación del producto en las navieras……………… Pag.20 4.4.3. Proceso de diseño y composición del itinerario ........................... Pag.23 5. Precio de los paquetes de cruceros ................................................................. Pag.23 5.1. Ingresos generados a bordo………………………………………….… Graf 5-01. Pag.23 5.2. Sensibilidad frente a cambios de precio. ............................................ Pag.25 6. Comercialización ............................................................................................ Pag.25 6.1. Análisis de la cadena de valor…………………………………………….Graf 6-01. Pag.25 6.1.1. Agencias de viajes especializadas ............................................... Pag.27 6.1.2. Distribución electrónica .............................................................. Pag.29 6.2. Principales convenciones y ferias monográficas ................................ Pag.31 6.2.1. Convenciones Seatrade .............................................................. Pag.31 6.2.2. Acciones dirigidas a las agencias de viaje ................................... Pag.32 3 6.3. Otros agentes: armadores independientes, consignatarias y agentes marítimos. ......................................................................................... Pag.33 PARTE 2. PRINCIPALES ZONAS DE LOS OPERADORES DE CRUCEROS 7. Principales zonas de operación ....................................................................... Pag.35 7.1. Destinos visitados y Tendencias a Largo Plazo……………….….Graf 7-01. Pag.35 7.2. Caribe ................................................................................................ Pag.36 7.3. Alaska……………………………………………………………..……………….. Graf 7-03. Pag.49 7.4. América del sur y la Antártida ........................................... Graf 7-04. Pag.54 7.5. Norte de Europa ................................................................ Graf 7-05. Pag.61 7.6. Asia Pacífico ....................................................................... Graf 7-06. Pag.68 7.7. Zonas emergentes ............................................................................. Pag.75 8. Segmentación del producto ........................................................................... Pag.77 8.1. Segmento budget .............................................................................. Pag.79 8.2. Segmento contemporary ................................................................... Pag.79 8.3. Segmento Premium ........................................................................... Pag.80 8.4. Segmento de Lujo .............................................................................. Pag.80 8.5. Cruceros especializados ..................................................................... Pag.81 8.5.1. Cruceros familiares ..................................................................... Pag.82 8.5.2. Cruceros de empresa .................................................................. Pag.84 8.5.3. Cruceros temáticos ..................................................................... Pag.86 9. El oligopolio de las compañías navieras. ....................................................... Pag.87 10. Principales navieras ........................................................................................ Pag.89 10.1. Navieras que operan en Norteamérica…………………………………………… Pag.89 10.2. Navieras que operan en Europa ....................................................... Pag.106 10.3. Navieras que operan en Asia ............................................................ Pag.115 10.4. Clasificación de navieras .................................................................. Pag.118 4 10.5. Grupos Principales ......................................... Graficas 10-05 / 10-06 .Pag.121 11. Destinos y Cruceros……………………………………………………………………………………. Pag.124 -Factores influyentes en la toma de decisión al hacer un crucero- Pag.128 Graficas 11-02 / 11-03 / 11-04 11.1. Resultados de la encuesta sobre destinos y cruceros elaborada por la OMT…….Pag.133 PARTE 3. LOS PUERTOS DEL MEDITERRANEO OCCIDENTAL 12. Zona de operaciones del Mediterráneo ………………………………………………………Pag.135 12.1. Principales puertos del Mediterráneo. ............................................. Pag.138 12.1.1. Italia (Civitavechia, Livorno, Nápoles, Génova, Savona, Venecia, Sicilia, Trieste) ...................................................................................... Pag.140 12.1.2. España (Palma de Mallorca, Valencia, Málaga) ........... Graf 12-12 Pag.142 12.1.3. Otros puertos ribereños del Mediterráneo (Estambul, Malta, Creta, Marsella, Dubrovnik, Limassol) .................................. Graf 12-14 Pag.146 13. Perfil sociodemográfico del crucerista en Europa ......................... Graf 13-01 Pag.149 14. Puerto de Barcelona-líder del Mediterráneo Occidental ............................... Pag.151 14.1. Historia ............................................................................................ Pag.151 14.2. La Escala de Barcelona en la actualidad………………………………..……….. Pag.154 14.3. Un puerto de éxito ................................................. Graf 14-03/14-04 Pag.156 14.4. Area geográfica de Influencia turística y Excursiones…………..………….Pag.161 15. Planteamiento inicial de Modelización sobre el turismo de cruceros…………. Pag.167 5 PARTE 4. EL PUERTO DE CARTAGENA: ESCALA DE CRUCEROS 16. Principios de la comercialización de la escala en el Puerto de Cartagena…... Pag.171 17. Comparativa del Puerto de Cartagena con el resto del Mediterraneo Occidental Español…………………….. Graficas 17-04 / 06 / 08 / 10 / 12 / 14 /16 / 18/20/22 Pag.177 18.El Puerto de Cartagena…………………………………………………………………………….….. Pag.191 18.1. Historia……………………………………………………………………………….………. Pag.191 18.2. La Escala de Cartagena en la actualidad….…………………………………... Pag.192 18.3. Un puerto en constante crecimiento. Graficas 18-09 / 18-11 / 18-15 Pag.195 - ESTUDIO DE LA ESTACIONALIDAD DE LA DEMANDA TURISTICA- Pag.201 18.4. Area geográfica de Influencia turística y Excursiones ………………..… Pag.204 - Lugares emblemáticos, Recorridos y Baterias de Costa 18.5. La Autoridad Portuaria de Cartagena es parte activa de varias Asociaciones…………………………………………………………………..……………………. Pag.241 (Med Ports Community, Medcruise, Ferrmed, Cartagena, Puerto de Culturas, Asociación Murciana de Logistica) PARTE 5. CONCLUSIÓN 19. Conclusiones finales…………………………………………………………………………………… Pag.248 20. Futuras líneas de Investigación…………………………………………………………………... Pag.250 GLOSARIO Y ABREVIATURAS TECNICAS……………………... Pag.252 BIBLIOGRAFIA-DOCUMENTOS-PAGINAS WEB…………... Pag.253 ANEXOS-HEMEROTECA………………………………………….….. Pag.255 ------------------------------------- 6 PARTE 1. EL SECTOR MUNDIAL DE CRUCEROS 1. Objetivos El modelo macroeconómico y microeconómico actual, tiene como finalidad el crecimiento de la demanda. Los fenómenos agregados que tienen como protagonista el crecimiento económico, son objeto habitual de estudio, por la generación y reparto de riqueza que se obtiene de ellos. Por el mediterráneo transitan aproximadamente el 26% de los cruceristas a nivel mundial, con tasas de crecimiento superiores al Caribe, que con un 46 % del movimiento de cruceristas a nivel mundial está a la cabeza del turismo de cruceros. Según la OMT, Organización Mundial del Turismo, en la decisión de embarcarse en un crucero el área y el Itinerario, es decir, el sumatorio de las escalas y sus áreas geográficas de influencia turística, son los factores mas determinante al decidir si hacer o no un crucero. Estos factores son porcentualmente más importantes en el Mediterraneo que en El Caribe. 7 Un objetivo principal del trabajo es la descripción de la importancia económica del turismo de cruceros a nivel mundial, ya que existe un interés creciente en la modelización de dicha demanda, y también es relevante para los agentes privados, pues se trata la segmentación de la demanda, el desarrollo de nuevos buques y de nueva oferta turística complementaria en el área de influencia de las escalas, y puede servir de base para futuras predicciones de la demanda sobre la base de un sector creciente y en las primeras etapas del ciclo de vida del producto. Es también objetivo del trabajo, tratan de analizar descriptivamente, los elementos
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