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Informe Sobre Demanda Y Benchmarking Del Turismo Del Vino En Argentina

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Informe Sobre Demanda Y Benchmarking Del Turismo Del Vino En Argentina Informe sobre Demanda y Benchmarking del Turismo del Vino en Argentina Proyecto de Consolidación del Enoturismo en la República Argentina AR – M 1018 – BID/FOMIN y Bodegas de Argentina A.C. Informe Final INDICE - PLANEAMIENTO ESTRATÉGICO DEL TURISMO 04 - Conclusión 05 - EL TURISMO A NIVEL MUNDIAL Y NACIONAL 05 - Turismo mundial 05 - Turismo nacional 08 - Llegadas de turistas extranjeros a la Argentina (*) Cifras anuales y variaciones porcentuales 08 - Las tendencias en Argentina 09 - El nuevo viajero 09 - LA VITIVINICULTURA Y EL TURISMO 11 - Antecedentes de la vitivinicultura mundial 11 - Industria vitivinícola Argentina 12 - Turismo vitivinícola argentino 13 - La necesidad del turismo del vino en Argentina 15 - INTRODUCCIÓN AL TURISMO DEL VINO 15 - Enoturismo 15 - Rutas turísticas enológicas 16 - La experiencia regional rural 16 - Motivaciones de los visitantes 17 - El enoturista 17 - Experiencias en el lugar 17 - Factores que influyen en el disfrute de los visitantes 17 - Calidad del servicio en la bodega 18 - DESARROLLO DEL ENOTURISMO SUSTENTABLE 18 - Factores de la experiencia del turismo del vino 20 - En síntesis: implicancias del turismo vitivinícola en Australia 24 - INVESTIGACIÓN SOBRE EL TURISTA POTENCIAL PARA VACACIONES BASADAS EN EL VINO 25 - Atributos del producto de enoturismo 25 - Segmentación de los turistas del vino 27 - Cómo realzar la experiencia del turismo del vino 28 - Marketing del vino en bodega 29 - Rutas de vinos en regiones emergentes 30 - Conclusiones 32 - Influencia de la postvisita en la compra de vinos 32 - Las razones de la compra postvisita 34 - ESTUDIO SOBRE TURISMO DEL VINO EN ARGENTINA 35 - Resultados 36 - Situación del turismo vitivinícola en Argentina 36 - Servicios poco satisfactorios 36 - Aspectos a mejorar 36 - Expectativas en relación a viajes turísticos 37 - Motivadores de la elección 37 - Expectativas en relación a paquetes opcionales 37 - Hotelería 38 - INVESTIGACIÓN CUALITATIVA Y CUANTITATIVA 39 - Entrevistas individuales cualitativas 39 - Encuestas cuantitativas telefónicas y vía mail 40 2 - RESULTADOS: ENTREVISTAS INDIVIDUALES A AGENTES DE VIAJE 42 - Visión de los agentes sobre los destinos 42 - Conclusión 45 - Visión de los agentes sobre los turistas 46 - Conclusión 50 - Visión de los agentes sobre la oferta 50 - Conclusión 59 - Investigación Cuantitativa 60 - Conclusión 105 - BENCHMARK 107 - Competencia 107 - FODA 109 - Fortaleza 109 - Oportunidades 109 - Debilidades 110 - Amenazas 111 - DESCRIPCIÓN DE RUTAS VITIVINÍCOLAS 112 - Nuevo Mundo 112 - Viejo Mundo 120 - VISITAS A BODEGAS 132 - Nuevo Mundo 132 - Viejo Mundo 143 - OTRAS ACTIVIDADES Y EVENTOS DE LA RUTA 152 - Nuevo Mundo 152 - Viejo Mundo 180 - GASTRONOMÍA Y HOTELERÍA 220 - Nuevo Mundo 220 - Viejo Mundo 245 - BIBLIOGRAFÍA 272 - APÉNDICE 280 - Apéndice 1. a) Cuestionario 280 - Apéndice 1. b) Agencias Entrevistadas - Apéndice 1. c) Respuestas 287 - Apéndice 2. Encuesta cuantitativa de enoturismo en Argentina 314 - Apéndice 3. FODA - Fotalezas frente a la competencia sobre todos los encuestados. 326 - Apéndice 4. FODA - Debilidades frente a la competencia sobre todos los encuestados. 330 3 PLANEAMIENTO ESTRATÉGICO DEL TURISMO En la evolución natural que tiene la actividad turística, recién en la década de 1990, principalmente por la estabilidad económica, se plantean líneas de acción que podemos denominar conceptualmente como un planeamiento estratégico : un modelo donde la motivación de la demanda (entendiendo por esto posicionar nuestros destinos o productos en la mente del visitante, a fin de conocer y satisfacer sus deseos) es el eje de la propuesta estratégica empresaria de la última década del siglo XX. Las estrategias a desarrollar interrelacionan las tres variables en el proceso de decisiones requeridas para la instrumentación de un determinado proyecto turístico: oferta , demanda y producto turístico 1, y se desarrolla un proceso más dinámico, flexible, participativo (donde interactúan los organismos públicos, la actividad privada y la comunidad) que considera un análisis situacional socio- económico-político para el logro de los objetivos. Conceptualmente, el planeamiento estratégico plantea tres componentes para el desarrollo de una política turística: a) Conocimiento de la oferta turística Conformada por elementos tangibles e intangibles, plantea para su análisis establecer por lo menos tres variables: 1) determinar la magnitud de la oferta, 2) dimensionar la ocupación, estacionalidad y capacidad ociosa de la misma, y 3) la detección de la competencia por producto y precio en el mercado turístico. b) Conocimiento de los productos turísticos. Por considerarlo más adecuado a los efectos de la actual concepción del marketing. El concepto destino turístico ha sido sustituido por el concepto de producto turístico p or considerarlo más adecuado a los efectos de la actual concepción del marketing. La idea de destino o centro turístico manejada hasta el presente en las acciones promocionales (que en otras actividades se denomina marca ) debió dar lugar a la idea de producto como respuesta a las motivaciones del turista . Podemos definir al producto turístico como la integración de los recursos naturales y/o culturales 1 Producto turístico se define como la integración de los recursos naturales y/o culturales con los respectivos servicios, en una unidad que justifique un desplazamiento turístico. (Plan Federal de Marketing Turístico: Consideraciones preliminares. Comisión de Marketing Turístico. CONSEJO FEDERAL DE TURISMO, 1992) 4 con los respectivos servicios, en una unidad que justifique un desplazamiento turístico (...). 2 c) Conocimiento de la demanda turística La modificación de las conductas de la demanda requiere de un conocimiento de la misma en sus aspectos cuantitativos y cualitativos. Surge, así, la necesidad de posicionar correctamente al sujeto-objeto de la actividad: el visitante , relacionándolo con la oferta y el producto turístico. Conclusión La interrelación de estas tres variables -oferta, demanda y producto turístico- conforman la actividad turística , que debe ser entendida como un sistema o conjunto de partes interrelacionadas que operan sus relaciones en un determinado espacio y tiempo. Esto permite afirmar que la actividad turística no puede ser entendida por partes, sino que debe ser entendida como un conjunto . EL TURISMO A NIVEL MUNDIAL Y NACIONAL Turismo mundial En los últimos cincuenta años, el turismo, tanto internacional como doméstico, ha mostrado un crecimiento exponencial en todo el mundo. Entre 1950, en donde se registraban 25 millones de llegadas, hasta la actualidad, con un total de 842 millones de llegadas en 2006, se ha registrado una tasa de crecimiento medio anual (2000/1950) de 6,9%. Los ingresos por turismo en el orden internacional representan, en la actualidad, el 35% del total de las exportaciones por servicios y el 8% del total mundial de exportaciones de bienes. Estos números dan cuenta de la importancia de la actividad y de su constante expansión. Europa y América son las regiones del mundo que han dominado el mercado, a pesar de la tendencia continua de pérdida de cuota en el mismo. Durante muchos años, el turismo internacional se ha caracterizado por su concentración espacial (playas y costas), temporal (en verano y vacaciones de invierno) y en términos de motivación del 2 Plan Federal de MarketingTurístico : Consideraciones preliminares . Comisión de Marketing Turístico. CONSEJO FEDERAL DE TURISMO, 1992. 5 viajante/turista. Pero la actualidad muestra un panorama muy diferente: nuevos destinos nacionales y destinos emergentes aparecen continuamente en el mercado, los distintos países y ciudades brindan cada vez más oportunidades y los gobiernos se interesan cada vez más en promocionar esta actividad. El escalonamiento de las vacaciones, las complejas exigencias de los turistas y la mejora de las condiciones que impulsa el desarrollo turístico contribuyen claramente a este proceso. Dentro de este marco, a nivel mundial se observan las siguientes tendencias para la actividad turística: • Sustentabilidad: actualmente no se busca solamente crecer, sino lograrlo en un marco de desarrollo económico y social, y con la necesidad de proteger el patrimonio natural y cultural. • Globalización: la oferta de destinos se incrementa cada vez más, y herramientas como Internet muestran que la competencia es cada vez más internacional. • La forma de viajar también presenta algunos cambios sustantivos: los que han mostrado una mejor performance y mayor resistencia son los viajes de interés especial (debido a la gran motivación de los viajeros). • Los clientes exigen una mayor flexibilidad y una buena relación calidad-precio y es cada vez más normal que se aventuren solos (viajeros independientes). • Este proceso resulta más fácil por la expansión de las compañías aéreas de bajo costo, que han hecho más accesibles varios destinos y han cambiado las formas y tiempos de planificar un viaje. • Internet: las posibilidades de esta poderosa herramienta es cada vez mejor aprovechada por los gobiernos, por las empresas y también por los viajeros, quienes eligen y compran sus viajes por la web. • Los productos: la diversificación de productos tradicionales, productos temáticos, el turismo alternativo, el de spa y bienestar, la organización de eventos son algunas de las modalidades que hoy en día están desarrollándose a nivel mundial. • Cooperación: se nota una tendencia mundial a la conformación de alianzas mediante entes mixtos que agrupan a diversos sectores o logran la cooperación entre
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