Proposal for promotional communication actions for the spanish tourist market in the Holguín destination

Abstract

The Covid-19 pandemic marked a before and after in the global tourism system, one of the changes it introduced was the way tourists behave on their trips. The destination of Cuba, and particularly the destination of Holguín, is not exempt from such transformations. Therefore, the objective of the research was to propose promotional communication actions for the Holguín destination, based on the development of the profile of the Spanish tourist who visits Cuba in the new post-pandemic reality. The study was mixed type with a descriptive nature, a questionnaire was designed and applied to a sample of 120 Spanish tourists to determine the sociodemographic, psychographic and behavioral characteristics that this segment presents in the destination Cuba and that may represent an opportunity to carry out promotional communication actions focused on these clients. The data were processed with IBM SPSS Statistics version 26 software. The main results obtained indicate that Spanish tourists who visit the destination Cuba are in the age range between 26 and 60 years, with an average daily expenditure in the destination of 50 to 200 euros. These have a tendency to stay between seven and fifteen days in the destination, motivated by enjoying vacations, leisure and recreation. Based on these results, promotional communication actions were designed for the Holguín destination, focused on this market to attract new customers and build loyalty among those who already visit it.