CRITICAL SUCCESS FACTORS OF A TOURIST DESTINATION IN THE CARIBBEAN

Luis C. Ortigueira, Dinaidys Gómez-Selemeneva

Abstract


This article presents a model of the Critical Success Factors of a tourist destination located in the Caribbean area, where there are other destinations, some already well-established and others emerging. In this context, this research will be of value not only for understanding the attractions of the destination as a tourism offer from the customers' perspective, but also for the design of the most effective strategies and policies to ensure the sustainability of the destination, the competitiveness of the companies providing tourist services, etc., and for encouraging management chains to invest and participate in the area, and particularly in the destination studied. The methodology employed is that of Fuzzy Cognitive Maps based on a content analysis as a tool of strategic diagnosis; this is the principal contribution of the study. This approach has enabled us to reach important conclusions on the central elements to be strengthened in formulating differentiation strategies that would allow an integrated outcome for the destination, through those factors that should ensure its success.


Keywords


Strategic Analysis; Tourist Destination; Critical Success Factors; Fuzzy Cognitive Maps; Caribbean





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