Turismo y Sociedad ISSN: 2346-206X [email protected] u.co Universidad Externado de Colombia

Tsao Borrero, Juan Felipe Adventure Tourism Benchmark – Analyzing the Case of Suesca, Cundinama Turismo y Sociedad, vol. 13, -, 2012, pp. 209-226 Universidad Externado de Colombia Bogotá, Colombia

Available in: http://www.redalyc.org/articulo.oa?id=576261183015

How to cite Complete issue Scientific Information System More information about this article Network of Scientific Journals from , the , Spain and Portugal Journal's homepage in redalyc.org Non-profit academic project, developed under the open access initiative Abstract Adventure tourism is a growing sector within the tourism industry and understanding its

Juan Felipe Tsao Borrero dynamics is fundamental for adventure tou- Economista rism destinations and their local authorities. Universidad Javeriana Destination benchmarking is a strong tool to Colombia Máster en Economía del Turismo y identify the performance of tourism services del Medio Ambiente offered at the destination in order to design Universidad de las Islas Baleares appropriate policies to improve its competi- Palma de Mallorca, España [email protected] tiveness. The benchmarking study of Suesca, an adventure tourism destination in Colom- bia, helps to identify the gaps compared with successful adventure tourism destinations around the world, and provides valuable information to local policy-makers on the features to be improved. The lack of available information to tourists and financial facilities hinders the capability of Suesca to improve its competitiveness.

Keywords: Adventure Tourism, Internal and External Benchmarking, Destination, Suesca.

Resumen El turismo de aventura es un sector en cre- cimiento dentro de la industria turística y entender sus dinámicas es fundamental para los destinos de turismo de aventura y sus au- toridades locales. La evaluación comparativa Adventure Tourism (benchmarking) de los destinos es una fuerte Benchmark – Analyzing herramienta para el diseño de políticas apro- the Case of Suesca, piadas para mejorar su competitividad. La Cundinamarca evaluación comparativa de Suesca, un destino de turismo de aventura en Colombia, ayuda Benchmark de turismo en la detección de las distancias comparativas de aventura – Analizando con destinos de turismo de aventura exitosos el caso de Suesca, alrededor del mundo, y provee información 1 Cundinamarca valiosa a los formuladores de política en aquellas características a ser mejoradas. La falta de información disponible para los tu- ristas y de instalaciones financieras dificulta la capacidad de Suesca para mejorar su com- petitividad.

Palabras clave: Turismo de aventura, Bench- 1 Fecha de recepción: 8 de octubre de 2012. marking interno y externo, Destino, Suesca. Fecha de modificación: 22 de octubre de 2012. Fecha de aceptación: 23 de octubre de 2012.

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Introduction gether travel, sport and outdoor recreation, it can be considered as a subset of tourism with The tourism industry is one of the biggest eco- a component of experiential engagement that nomic sectors in the world, perhaps due to its distinct it from mainstream tourism. sustained growth for more than half a century. One of the highest growing subsectors of the Although benchmarking has been used since tourism industry is adventure tourism, with the early 1990´s, its application in the hospi- a total annual turnover of around one trillion tality and tourism industry is relatively new. dollars (Buckley, 2009a). However, according to Kozak (2004) two categories of benchmarking for the tourism Benchmarking is a relatively recent mana- industry are considered in terms of its “micro- gement methodology that has emerged to and macro-applications: organization ben- evaluate the weaknesses and strengths of chmarking and destination benchmarking”. companies, and to assess the comparative The micro-applications deal with particular advantages of leading competitors (Wober, organizations, while the macro-application re- 2002), where a lot of managers today recog- lates with elements such as transport services, nize benchmarking as a useful process to airport services, accommodation services, lei- implement improvements that enhance the sure and sport facilities, among many others. performance of companies, but despite its popularity, “benchmarking lacks a rigorous foundation in management science” (Wo- Methodology ber, 2002). The literature in benchmarking recommends Moreover, the application of benchmarking that tourism destinations start with internal exercises in the tourism industry is challen- benchmarking, then external and generic ben- ging, due to the complexities of the industry chmarking (McNair and Leibfried, 1992; itself. As Kozak (2004) states, “destination Zairi, 1992; cited in Kozak, 2004). benchmarking was neglected until the second half of the 1990s because the application of benchmarking to tourism and hospitality is Internal Benchmarking quite new”. Subsequently, the distinctiveness of adventure tourism implies different cha- In order to assess the demand component of llenges, and so, few benchmarking exercises the benchmarking exercise, an on-site survey have been implemented in the adventure to adventure travelers in Suesca was planned, tourism subsector. This study tries to fill that asking for several issues in adventure tourism gap, analyzing the case of Suesca, Colombia, in this destination, where a comparison bet- a well positioned adventure tourism destina- ween this one and other national and inter- tion, especially for rock climbers. national adventure tourism destinations was done. The main issues that are asked in the Adventure Tourism has gained wide spread survey were taken from the Adventure Travel attention around the world, and as ecotou- Development Index (atdi), a study conducted rism and outdoor recreation, it also has been by Xola Consulting2, the George Washington increasingly commercialized. It includes University3 and the Adventure Travel Trade “all types of commercial outdoor tourism and recreation with a significant element of uckley excitement” (B , 2010). According to 2 http://www.xolaconsulting.com/index.php Hudson (2003), adventure tourism brings to- 3 http://www.gwu.edu/

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Association (atta)4. In order to calculate an conceptual framework (figure 1) and a model index for Suesca, only certain pillars were to assess the logistics management of tourism used, as some of them employ international destinations which are related to three main indexes that are not available for a small mu- aspects of performance, namely, physical nicipality such as Suesca (table 1). flows, financial flows, and information flows (table 2). Due to time and budget issues, only the pre- tests were carried out: a first pilot took place in June 2011, where 19 questionnaires were Partner Destinations answered, and a second pilot was carried put in July 2011, taking into account the results In external benchmarking, the term ‘host from the first pilot, where 21 surveys where destination’ means the destination whose answered. Although the sample size is not as performance is going to be assessed, whereas big as to allow the performance of statistical ‘partner destination’ is the one with which the analyses and tests, the information reported host is being benchmarked (Kozak, 2004). by adventure tourists is valuable nonetheless. The key issue for defining a partner desti- nation is to choose those that are “perceived as offering a superior performance in some External Benchmarking respects” (Pearce, 1997). The partner des- tinations chosen are Queenstown in New The instrument used to define the supply Zealand, The Central Valley Region in Costa benchmarks of adventure tourism is develo- Rica, and British Columbia in Canada. ped by Untong et al. (2011), who suggest a

Table 1. Survey Framework

Gender - Educational level Socio-demographic information City and country of residence - Age

Comparison between Suesca and other adventure tourism destinations in Adventure tourism destinations issues such as prices, services, information and natural resources

Additional Pillars Perception of tourists in issues of environmental practices and governmen- Sustainability tal support to adventure tourism activities

Two indicators at the national level and the perception of a panel of experts Safety of the safety of adventure tourism destinations.

Perception of a panel of experts about the quality and suitability of natural Natural Resources resources at the destination to practice adventure tourism activities.

Addresses issues of appropriate soft and hard infrastructure for the adequate Infrastructure practice of adventure tourism through a survey to a panel of experts. ATDI Pillars ATDI Two international indexes and a survey to a panel of experts on their percep- Cultural Resources tion of the cultural richness of the destination.

Only of the perception of a panel of experts of the destination as an adven- Image ture tourism destination.

4 http://www.adventuretravel.biz/

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Figure 1. Causal relationship of tourist perception and loyalty

Perceived Value of

Physical Attractions Tourist Attractions Activity Attractions H1

Logistics mgmt in Overall H3 Destination Satisfaction Loyalty Physical Flows mgmt

H2

Financial Flows Overall Logistics mgmt mgmt

Information Flows mgmt

Source: Untong et al 2011.

Table 2. External Benchmarking Variables. Results Adapted from Untong et al. 2011

External benchmarking through logistic management Internal Benchmarking

Flows Items Sub Items Several issues about the actual state of Suesca Hotels as an adventure tourism destination where Accommo- found during the two pilot tests carried out. Hostels dation The results of the survey report that for the to- Camping pic of comparing the level of prices of Suesca and other national adventure tourism destina- Transporta- Ground tion, 47% of the respondents answered that tion Physical Flows Air it was the same, and 14% said it was lower, Rock climbing becoming an advantage over similar destina- tions. When asked about the comparison in Adventure Horse-back riding Tour Pro- the availability of information to the tourist grams Rafting between Suesca and other national adventure Hiking tourism destinations, 42% answered worse and 14% said much worse. Payment Credit/Debit card Methods With respect to the quality of tour operators Financial Flows Banks between Suesca and other national adventure Currency Exchange offices tourism destinations, 47% reported that they Exchange were better, 14% the same and 14% worse. atm However, when asked about the level of good Information Flows Information Before Arrival environmental practices adopted by Suesca´s tour operators, 52% answered partially low,

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28% answered fine and the remaining 19% people see Suesca as a good adventure tou- did not answer. rism destination, they do not agree with the way that authorities manage the destination. In the sustainability pillar, the question re- garding the level of support of the municipal Low prices are a big advantage that could be government to Suesca as adventure tourism marketed in order to gain competitiveness. destination, 61% answered none, 33% little, The availability of information for tourists and 4% didn´t answer. As for the safety pillar, prior to arriving at the destination is a major 33% answered that the safety management flaw, an issue that is covered in the external of tourists is badly handled, and other 33% benchmarking. answered very poorly handled. Another result is the final questionnaire in The natural resources pillar asked adventure Spanish, where issues regarding its style were tourists to rate the level of environmental dete- fixed. A full scale survey may take this ques- rioration that Suesca’s main natural attractions tionnaire in order to validate the preliminary presented, and a list of natural sites were pre- results (see Annex 1). sented. The most recognized were the Rocks of Suesca and the Bogotá River with a 100% External Benchmarking of answers, with a regular and a high level of deterioration respectively. 80% of respondents Tables 3 and 4 present the results of the exter- knew the Falcon Valley, and 76% answered nal benchmarking study. that its level of deterioration was regular. The most important feature that gives Suesca a The information pillar inquired about the high degree of competitiveness is the low pri- way tourists gather information prior to their ces that it involves with partner destinations in visit to Suesca, where 76% answered through the Physical Flows item, and every of its sub- friends, family and mouth-to-mouth, and only items, namely, accommodation, transportation one respondent said through the internet. A and tour programs. This is a very valuable asset rock-climbing adventure guide for Suesca is that can be thought of as a strength factor for available in specialized stores, both in Bo- international tourists, who will compare the gotá and Suesca. When asked if they knew amount of money spent in their adventure this guide, 57% answered yes and 43% no. trip. Also, in the Tour Programs sub-item, the When asked for the quality of the guide to diversity of activities that an adventure tourist those who knew about it, 33% answered nor- visiting Suesca can perform are as numerous mal, 25% said very good and 16% said good. as any of the partner destinations. This means that this guide has reached a fair amount of adventure tourists that visit Suesca, However, in the transportation sub-item, only and could be more merchandised due to the one company offers public transportation to good quality reported. Suesca with a relatively low frequency of buses and with a tight time frame, whereas The image that adventure tourists have of in the partner destinations there are several Suesca is good for 57% of respondents, very ways of public and private transportation. In good for 29% and just regular for 10%. Howe- the accommodation sub-item, the amount and ver, when asked for the image of Suesca as diversity of businesses offering this service sustainable adventure tourism destination, is limited in Suesca, taking into account that 40% said regular, 33% reported bad and 14% all partner destinations chosen are mature said good. This could indicate that although destinations.

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pi Rev Turismo y Sociedad 13_final.indb 213 5/17/13 4:17 PM Universidad Externado de Colombia Facultad de Administración de Empresas Turísticas y Hoteleras Prices in US$ Price range: US$74.38 to US$1235.54 per room night Price range: US$16.5 to US$206.61 per room, per night. Price range: US$11.57 to US$165.29 per space/ room, per night. Price range: US$148.76 - US$2479.34 per room, night. N/A Queenstown-New Zealand Description Queenstown is known for its great backpac - ker hostel accommodation. Camping facilities available at Queenstown’s internet, laundry, holiday parks. Most offer kitchen and lounge facilities. Some also offer accommodation in cabins. and Blue Pacific Qantas, Zealand, New Air Queenstown into internationally fly Jetstar There Australia. from the East Coast of are daily direct domestic connections from Christchurch, and Auckland Wellington Exclusive accommodation. A luxury home A Exclusive accommodation. or a boutique experience in lakefront @ Queenstown. Ranging from small boutique hotels to large Ranging from small boutique hotels to large internationally recognised resort hotels. Prices in US$ Price Range: From US$8.21 to US$13.69 Price Range: From US$3.83 to US$8.21 per spot N/A Price Range: From US$16.43 to US$32.86 per person per night Suesca External Benchmarking Results – Suesca and Queenstown 3. 3. able T Description 5 Hostels in the municipality Campgrounds in three areas: Mañana Gris, Cacicazgo, and Güita N/A Aerolíneas Airlines, Russian Aeroflot Aeroméxico, Aerorepúbli - Argentinas, ca, Aerosucre, Air Canadá, Air Europa, Air France, Alitalia, American Airlines, Continental Pacific, Cathay , Airlines, Copa Airlines, Delta Airlines, Airlines, Iberia, Korean Al Israel El Airlines, Lufthansa, Airlines, KLM, LAN TACA, Satena, Aviación, Mexicana de United, Varig. Three hotels in the municipality Sub-Item Backpac - kers and Hostels Holiday Parks & Campsi - tes Luxury Hotels Air - Trans port Hotels & Resorts - Item Transpor tation Accomo - dation Item/Destination Logistics Physical Flows

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pi Rev Turismo y Sociedad 13_final.indb 214 5/17/13 4:17 PM Universidad Externado de Colombia Facultad de Administración de Empresas Turísticas y Hoteleras Prices in US$ Taxis - US$24.79 Taxis Price Range: Adults for US$214.88 full day Price Range: Adults for US$123.14 per person Price Range: US$152.89 per person Price Range: US$243.8 for 8 hour trip Queenstown-New Zealand Description Airport shuttles - Are available to accommo - Airport shuttles - dation and town centre. at all times, approximately Available - Taxis NZ$30 to town centre. All major franchises are within Rental cars - the terminal and most other companies will service. provide an airport pick up/drop off Other transport options - For something special, limousines, private charters, or other vehicles can be arranged. area Wakatipu Climbing in the area Wakatipu Horse-back riding in the Kawarau Rafting on three rivers, Shotover, and Landsborough Hiking in the southern lakes area Prices in US$ US$3.18 one way Price Range: From US$21.91 to US$32.86 per person per day Price Range: From US$16.43 to US$27.38 per horse per hour Price Range: From US$27.38 to US$38.34 per person per trip Price Range: From US$10.95 to US$21.91 per person per trip - Suesca Description By bus from Bogotá, Alianza Transpor Alianza By bus from Bogotá, tation in Bogotá Major car-rentals Plans for groups of two until 6 passengers Plans per hours Rafting in the high basin of Bogotá River Hiking in the San Marino Reserve, Güita, among others. One Valley, The Falcon day walk Sub-Item Ground - Trans port Rock climbing Horse- back riding Rafting Hiking - Item Transpor tation Pro - Tour grams Item/Destination Logistics Physical Flows

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nd Prices in US$ N/A N/A N/A N/A N/A - Queenstown-New Zealand Description Official visitor guide donwnloadable in donwnloadable guide visitor Official http://www.queenstownnz.co.nz/information 2012) Bureaux de Change - Open 7 days a week, 9:00am - 8:00pm Automated teller machines are widely avai - lable. Major Credit Cards accepted, Visa, Master Visa, Major Credit Cards accepted, banks are open Monday to Friday Trading 9:00am - 4:30pm. Many banks in Queens services during the weekend. town offer Card in most businesses One United States Dollar U$ = NZ$1.21 New Zealand (Nov 2 Prices in US$ N/A N/A N/A N/A N/A Suesca Description 2012) nd One United States Dollar US$ = COL$1.826 Colombian Pesos (Nov 2 No official tourism web page, the page, web tourism official No Mayorship provides little information through its own web-page All information is found through the web-pages of private tour operators None at Suesca, available Bogotá upon arrival belongs to a national ATM, Only one bank: BanUSombia Only accepted by Internet Purchase and few businesses bank: governemt the of office one Only Banco Agrario Sub-Item Exchange Offices ATM Credit Card Banks Item Information Before Arrival Payment Methods Currency Exchan - ge Item/Destination Logistics OBSERVATIONS Informa - tion Flows Financial Flows

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pi Rev Turismo y Sociedad 13_final.indb 216 5/17/13 4:17 PM Universidad Externado de Colombia Facultad de Administración de Empresas Turísticas y Hoteleras Prices in US$ Price Range: bedroom from Two US$75 to US$230 Price Range: Shared room US$20 to US$35 Private room US$21 to US$58 Price Range: Campground from US$20 to US$50 Price Range: Luxury two bedroom from US$215 to US$425 per night Description Thompson Okanagan Region - British USumbia Canada Hotels found mainly in Kelowna Hostels found mainly in Kelowna Several campgrounds in natural parks of the region, also in the town of Kilowna Luxury Hotels found mainly in Kelowna Prices in US$ Price range: U$ 40 single room per person in low season to U$780 per suite in super high season Price range: Shared room US$7.85 to US$16 Private room US$8.25 to US$34 Price Range: From US$5 per person to US$12 per site range Central Valley Region-Costa Rica Central Valley Description In the Mid-Pacific region of Costa Rica Costa of region Mid-Pacific the In there are a lot of Hotels, urban and rural, from big suites to small single bed rooms Hostels are found mainly in San José, Alajuela and Cartago Camping is allowed in Campgrounds, in beaches and relatively near protected areas N/A Sub-Item Hotels & Re - sorts Backpac - kers and Hostels Holiday Parks & Campsi - tes Luxury Hotels External Benchmarking Results – Central Valley Region, Costa Rica and Thompson Okanagan Region, British USumbia, Canada Region, Costa Rica and Valley External Benchmarking Results – Central 4. 4. Item able Accomo - dation T Item/Destination Logistics Physical Flows

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pi Rev Turismo y Sociedad 13_final.indb 217 5/17/13 4:17 PM Universidad Externado de Colombia Facultad de Administración de Empresas Turísticas y Hoteleras Prices in US$ Information not available Price Range: From US$120.6 per person per day Price Range: From US$30.15 per person per hour to US$381.91 for a full day Price Range: US$99.5 for a three hour ride N/A N/A Description Thompson Okanagan Region - British USumbia Canada Horse-back riding in the Okenagan region Rafting in several rivers, Clearwater River, Thompson River Sabretooth Canyon, Kelowna, Pe - West Hiking in the regions of chland, Kelowna Excellent higway systems, for Rail Travel Travel Excellent higway systems, for Rail contact Rail Canada, Public buses through Greyhound Canada Rock climbing in Cedar Park Kelowna and in Penticton, where several the Sakha Bluffs more than 300 routes crags offer Most major destinations can be accessed by WestJet Air Canada or Prices in US$ Price Range: From US$30 to US$90 Price Range: From US$80 to US$120 per person Price Range: Starting at US$0 to US$140 N/A Entrance fees to the park US$7 No rock-climbing price available N/A Central Valley Region-Costa Rica Central Valley Description Plenty horse-back riding tour operators Rafting in the Reventazón River Valley Hiking in the Copey Car Rental: More than 20 companies Rock climbing in the Chirripó National Park in the central valley Air Canada, American Airlines, Avianca, Air Canada, American Airlines, Avianca, Condor, Continental Airlines, Aeromexi - Air Lines, Airlines, Delta co, Copa Iberia, Jet Blue, TACA, Airlines, Frontier Spirit Airways, US Airways Sub-Item Horse- back riding Rafting Hiking Ground - Trans port Rock climbing Air - Trans port - Item Tour Pro - Tour grams Transpor tation Item/Destination Logistics Physical Flows

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pi Rev Turismo y Sociedad 13_final.indb 218 5/17/13 4:17 PM Universidad Externado de Colombia Facultad de Administración de Empresas Turísticas y Hoteleras 2012) nd Prices in US$ N/A N/A N/A N/A N/A Description Thompson Okanagan Region - British USumbia Canada One United States Dollar US$ = C$0.995Canadian Dollars (Nov 2 Visitors are advised to exchange their funds Visitors for Canadian dollars at a bank or foreign currency exchange outlet. are found at banks and in retail areas. ATMs Generally, Visa, MasterCard and traveller’s MasterCard and traveller’s Visa, Generally, cheques are accepted at most places of bu - siness. Banks are generally open Monday to Friday; some are open on Saturday. Official British USumbia web page and page web USumbia British Official http:// Planner 2011 Vacataion downloadable www.hellobc.com Prices in US$ N/A N/A N/A N/A N/A 2012) Central Valley Region-Costa Rica Central Valley Description nd Official Costa Rica Tourism web-page Tourism Rica Costa Official http://www.visitcostarica.com One United States Dollar US$ = CRC$ 499.605 Costa Rican USons (Nov 2 US dollars and traveler’s checks can be US dollars and traveler’s changed in banks and hotels distributed machined ATM find will You throughout the country. All major credit cards are widely accep - ted. There is an ample selection of state ow - ned and privately held banks in San Jose, US dollars and throughout the country, are widely accepted. Sub-Item Exchange Offices ATM Credit Card Banks Item Currency Exchan - ge Information Before Arrival Payment Methods Item/Destination Logistics Informa - tion Flows OBSERVATIONS Financial Flows

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Another major gap identified was the fact that As for the external benchmarking exercise, in the financial flows sub-item, no privately huge gaps were found when comparing Sues- owned businesses accept credit or debit card, ca with other famous adventure tourism desti- undermining Suesca’s capability of attracting nations. The most important lags appear in the international tourists. Actually, only one atm financial and information flows, where Suesca is available and relatively far from the main sees undermined its capacity of delivering a spot where adventure tourists are gathered. quality experience for adventure tourists. A high amount of governmental support must The lack of information to tourists prior to be given if it wants to become a highly visited their arrival is a major issue that destination adventure destination. managers should improve. Nowadays, with the huge information flows that the internet This study should be used as a tool by local allows, international tourists plan their trips authorities in order to create an Adventure by gathering high amounts of adventure tou- Tourism Development Plan that takes ad- rism destinations information, and Suesca is vantages of its strengths, and also to develop lacking this flow. Adventure tour operators do Suesca as a world class adventure tourism not present price and rate information on their destination. Some of the actions might be to web pages, when all other partner destinations incentivize the availability of financial servi- make available this information. Local tou- ces so that tourists could have more money rism authorities of partner destinations have available, which in turn would increase their well designed web pages promoting their consumption, and the creation of a speciali- destinations, gaining a big leverage when zed web page that concentrates all available attracting tourists who don´t have enough information on adventure tourism in Suesca. information about the destination. However, this study has a limited reach in the sense that only pilot tests were conducted, Conclusion hindering the generalization of the information gathered, and also because direct observation Benchmarking can be applied to tourism of partner destinations could not be carried destinations to identify their performance out. A big improvement could be achieved by gaps compared to other destinations (Ko- visiting these destinations and carrying out a zak, 2004). This study aimed to understand survey and direct observation and participa- these deficiencies in Suesca compared to tion to obtain higher amounts of information well known adventure tourism destinations that will be useful for improving the quality of around the world, and to learn from their Suesca’s adventure tourism supply. success experiences in order to take action for improvement. References The internal benchmarking exercise, through the two pilot tests carried on-site supplied Adventure Travel Trade Association (2010). Ad- valuable information on how adventure tou- venture Tourism Development Index. 2010 re- rists perceive Suesca as an adventure tourism port. http://www.adventuretravel.biz/wpcontent/ destination, and provided a survey question- uploads/2011/07/atdi_2010_report.pdf naire to be implemented in the near future by Suesca’s tourism authorities. Adventure Travel Trade Association (2009). Ad- venture Tourism Development Index. 2009 report.

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Seaton, A. V. (1996). The Competitive Evaluation United Nations World Tourism Organization un- of Tourism Destination Performance: Scotland wto. (2011). Tourism Highlights. 2011 Edition. and European Tourism 1985-1994. Report for the http://0-www.wtoelibrary.org.llull.uib.es/content/ Scottish Tourist Board. u27062/fulltext.pdf

Swarbrooke, J., Beard, C., Leckie, S. and Vanhove, N. (2005). The Economics of Tourism Pomfret, G. (2003). Adventure tourism: the new Destination. Oxford: Elsevier Butterworth- He- frontier. Oxford, Butterworth-Heinemann lnemann

Thomason, L., USling, P. and Wyatt, C. (1999b). Wober, K. W. (2002). Benchmarking in Tourism Destination Benchmarking II: the 1998 pilot. In- and Hospitality Industries: the Selection of Ben- sights, May, A173-A180. chmarking Partners. cab International, Wallin- gford, uk. Torres, A. (2007). Análisis empresarial y de mercados para la cadena de valor de turismo en Yin, R. K. (1994). Case Study Research: Design el municipio de Suesca. Instituto Alexander Von and Methods. 2nd edn. Applied Social Research Humboldt - Fundación endesa USombia. 2007. Methods Series 5. Sage, California.

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____ Ns/Nr ____

____ Ns/Nr ____ Ns/Nr ____ Ns/Nr ____ Ns/Nr ______Docto - ____ rado ______Ns/Nr ______Mucho ____ peor Mucho ____ peor Mucho ____ peor Mucho ____ peor ____ Mujer ______Ciudad Máster ____ Mucho ____ más bajo ____ Peor ____ Peor ____ Peor ____ Peor ______Esp./ ____ Diplomado 3a) pregunta la a (pase No ______Más ______bajo ____ Igual ____ Igual ____ Igual ____ Igual ______Profe - ____ sional Igual ______Mejor ____ Mejor ____ Mejor ____ Mejor ______Técnico ______alto Más ______Mucho ____ mejor Mucho ____ mejor Mucho ____ mejor Mucho ____ mejor ____ Hombre ____ años ______País Primaria ____ Sí ______Mucho ____ más alto - - -

En comparación con los destinos mencionados anterior ¿Cuál es su edad actual? En comparación con los destinos mencionados anterior En comparación con los destinos mencionados anteriormen - Por favor indique el máximo nivel de educación completa - En comparación con los destinos mencionados anterior ¿Cuál es su género? 2d. mente, la cantidad y calidad de información disponible al turista en Suesca es: 2e. naturales en Suesca es: te, el estado ambiental de los recursos 2f. En comparación con los destinos mencionados anteriormen - te, la sostenibilidad ambiental de Suesca es: mente, el servicio de los operadores de turismo aventura en mente, el servicio de los operadores Suesca es: 1b. actual? 1c. ¿Cuál es su país y ciudad de residencia 1e. do: ¿Cuáles? 2b. en general Suesca es: mente, el nivel de precios 2c. 1. Socio demográfico Socio 1. 1a. 2. Destinos de turismo aventura nacional destinos de aventura en Colombia? 2a. ¿Ha estado en otros Annex 1. El presente estudio pretende valorar sus percepciones como turista de aventura con respecto a Suesca como como turista de aventura con respecto sus percepciones valorar estudio pretende Annex 1. El presente prácticas de mejores que tiene éste destino con un indicador las brechas destino de turismo aventura, y encontrar

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pi Rev Turismo y Sociedad 13_final.indb 223 5/17/13 4:17 PM Universidad Externado de Colombia Facultad de Administración de Empresas Turísticas y Hoteleras Ns/Nr ____

____ Ns/Nr ____ Ns/Nr ____ Ns/Nr ____ Ns/Nr ____ Ns/Nr ____ Poco ______Ns/Nr ______Mucho ____ peor Mucho ____ peor Mucho ____ peor Mucho ____ peor Muy ____ mal Insufi - ____ ciente ____ No (pase a la pregunta 4a) pregunta la a (pase No ____ Mucho ____ más bajo ____ Peor ____ Peor ____ Peor ____ Peor ____ Groceria Mal ______Más ____ bajo ____ Igual ____ Igual ____ Igual ____ Igual ____ Regular ____ insufi - ni suficiente Ni ____ ciente ____ Igual ______Mejor ____ Mejor ____ Mejor ____ Mejor ____ No ____ Bien ____ Sufi - ____ ciente ______Más alto ____ Mucho ____ mejor Mucho ____ mejor Mucho ____ mejor Mucho ____ mejor Sí ____ Muy ____ bien Mucho ______Sí ______Mucho ____ más alto - - - En comparación con los destinos mencionados anterior de turismo usted que los operadores ¿Qué tan bien cree En comparación con los destinos mencionados anterior En comparación con los destinos mencionados anteriormen - ¿Están o han estado en Suesca con un operador de turismo Suesca como destino usted que recibe ¿Cuánto apoyo cree En comparación con los destinos mencionados anterior 3d. mente, la cantidad y calidad de información disponible al turista en Suesca es: 3e. naturales en Suesca es: te, el estado ambiental de los recursos 3f . En comparación con los destinos mencionados anteriormen - te, la sostenibilidad ambiental de Suesca es: 4. Sostenibilidad 4a. de aventura? 4b. aventura en Suesca implementan buenas prácticas ambientales límites de cambio aceptables, etc.)? (capacidad de carga, 4c. de aventura del gobierno municipal, departamental y nacional? mente, el servicio de los operadores de turismo aventura en mente, el servicio de los operadores Suesca es: ¿Cuáles? 3b. en general Suesca es: mente, el nivel de precios 3c. 3. Destinos de turismo aventura internacional destinos de aventura fuera Colom - 3a. ¿Ha estado en otros bia?

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pi Rev Turismo y Sociedad 13_final.indb 224 5/17/13 4:17 PM Universidad Externado de Colombia Facultad de Administración de Empresas Turísticas y Hoteleras Ns/Nr ____ Ns/Nr ____ Ns/Nr ____ Ns/Nr ____ Ns/Nr ____ Ns/Nr ______Ns/Nr ____ Ns/Nr ____ Otra ____ Muy ____ bajo Muy ____ bajo Muy ____ bajo Muy ____ bajo Muy ____ bajo Muy ____ bajo ____ Muy ____ mal Muy ____ inseguro Mono - ____ litos Bajo ____ Bajo ____ Bajo ____ Bajo ____ Bajo ____ Bajo ______Mal ____ Inse - ____ guro Laguna ____ de Suesca Regular ____ Regular ____ Regular ____ Regular ____ Regular ____ Regular ______Regular ____ Regular ____ Reserva ____ San Marino Alto ____ Alto ____ Alto ____ Alto ____ Alto ____ Alto ______Bien ____ Seguro ____ de Valle ____ los Halcones Muy ____ alto Muy ____ alto Muy ____ alto Muy ____ alto Muy ____ alto Muy ____ alto ____ Muy ____ bien Muy ____ seguro Veces ____ Rocas ____ de Suesca Rocas de Suesca de los Valle Halcones Reserva San Marino Laguna de Suesca Monolitos ______Otra prac - para mejores los como sitios siguientes los clasifica ¿Qué tan seguro es viajar a Suesca practicar turismo de ¿Qué tan seguro de que usted percibe Por favor indique el nivel de deterioro Por favor indique el número de veces que ha visitado Suesca Por favor indique el número ¿Qué tan bien cree usted que se gestiona en Suesca la - ¿Qué tan bien cree 5b. aventura? 6. Recursos naturales 6a. durante toda su vida (incluyendo esta visita). 6a. (Marque todas las que apliquen) Por favor indique en qué orden 6d. naturales de Suesca: los siguientes recursos 5. Seguridad 5a. guridad de los turistas ante una eventualidad un turista, por ejemplo, un accidente escalando? ticar turismo de aventura (1 el mejor, 6 el peor): ticar turismo de aventura (1 el mejor,

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____ Decep - ____ cionado ____ Ns/Nr ____ Ns/Nr ____ Ns/Nr ______No conseguí informa - conseguí No ____ ción (Pase a la pregunta 8a) ______Insatis - ____ fecho ____ Muy ____ mala ____ Muy ____ mala Muy ____ mala ____ Otros ____ 7d) pregunta la a (Pase Sí ____ 8a) pregunta la a (pase No ______Mala ______Mala ____ Mala ______Visitas Visitas ____ previas ______Ni satisfecho ni insa - ni satisfecho Ni ____ tisfecho ____ Regular ______Regular ____ Regular ______Internet ______Satis - ____ fecho ____ Buena ______Buena ____ Buena ______Encan - ____ tado ____ Muy ____ buena ____ Muy ____ buena Muy ____ buena ____ Amigos/Familiares/Bo - ____ ca a boca No ______Sí ____ - guía la de utilidad la califique favor ué tipo de información necesitaban que no estaba dispo - Q La imagen que usted tiene de Suesca como destino turis - De las fuentes que usted mencionó, ¿consiguieron la infor De las fuentes que usted mencionó, ¿consiguieron ¿Conoce usted la guía de las Rocas Suesca? La imagen que tiene usted de Suesca como destino turis - ¿Qué tan satisfecho está con su(s) visita(s) a Suesca? ¿ Por Antes de su visita a Suesca, ¿cómo consiguieron informa - Antes de su visita a Suesca, ¿cómo consiguieron 8. Imagen/Marca de aventura 8a. mo de aventura es: 8b. mo de aventura sostenible es: 8c. 7b. mación que necesitaban? 7c. nible? 7d. 7e. 7. Infraestructura e información 7a. de Suesca? ción acerca Gracias por su colaboración

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