International Congress on Marketing, Local Development and Tourism MARDELTUR 2017 II International Workshop on Marketing and Sustainable Tourism

 In

2017-06-13

University of Pinar del Rio, Cuba

Organized By

Center of Studies on Management / Local Development and Tourism (GEDELTUR) / University of Pinar del Rio

Type of institution

Academia

Country

Cuba

Specific site/destination

Pinar del Rio

Pillars

All

Lines of actions

Knowledge creation and dissemination

Type of activity

Events, meetings and conferences

Estimated outreach/impact of your activity

Most participants will come from Cuba: experts and professionals from different sectors, directly or indirectly involved in tourism research, policy-making and development: academics specialized in tourism, officials from central government and key territories, especially protected land and marine areas, health and wellness tourism, as well as cooperatives and private entrepreneurs that provide tourism products and services, primarily in the modalities of rural and nature tourism.

Target group

Private sector, Governmental bodies, International bodies, Academia

BACKGROUND:

Now that tourism is one of its main sources of revenue, Cuba is pressed to develop the industry at a large scale, in association with investors and hotel administrators, cruise ships, golf courses and marinas. A number of foreign companies have already established presence and representatives of many more have approached with proposals for new tourism projects.

Parallel to the expansion of the mass tourism market, Cuba has been developing another type of tourism: decentralized, small-scale, at the local level. In recent years, we have seen the rise of locally-driven private and public tourist enterprises, mainly lodging and food service, but also other attractions such as parks, museums, excursions, tours, and nautical, cultural and recreational activities, that generate employment and income for many Cuban workers and families and for
local governments, while simultaneously diversifying the offer and enriching the experience for the tourist. While these advances are promising, they also introduce elements that are cause for concern, mainly due to their social and environmental impacts and levels of quality. Cuba’s tourism offer urgently needs to be informed of and apply established global standards of sustainability and quality of service and develop its own, that will enable it to grow in moderation, both in quantity and quality of its visitors, obtain greater benefits from tourism and reduce costs and avoid negative impacts.

Tourism academics and professionals agree that large scale expansion of the industry should be accompanied by appropriate evaluation of its impacts, positive and negative, and implementation of internationally accepted standards of sustainability and certification programs. At the same time, Cuba clearly needs to effectively plan the development of its tourism to avoid becoming yet another Caribbean island that offers a generic sun & surf tourism or one more cruise ship destination.

Cuba has the potential to develop a tourism based on its rich natural and cultural resources, and to promote an authentic and distinctive form of tourism that attracts more demanding international visitors, offers a more interesting and educational stay, while at the same time generates greater benefits for the local population, protects the environment and respects indigenous culture; in other words, cultivate high-value and not just high-volume tourism.

Given the above, there is no doubt as to the importance of promoting the association of governmental and non-governmental organizations that advocate for the promotion of a sustainable and socially responsible tourism, coherent with the vision of Cuba’s economic and social model of socialist development. That is the objective of this V International Workshop on Marketing and Sustainable Tourism, that will be held June 13 to 15, 2017, in the context of the International Congress on Marketing, Local Development and Tourism (MARDELTUR 2017), organized by the Center of Studies on Management, Local Development and Tourism (GEDELTUR) of the Faculty of Economics and Business of the University of Pinar del Rio, Cuba.

OBJECTIVES OF THE WORKSHOP:

-Improve the understanding of the different practices and modalities of socially responsible tourism and the role that these can play in national and local development strategies, on the basis of inclusiveness and sustainability.
-Favor the formation of networks and South-South and triangular cooperation among persons and institutions related to sustainable tourism.
-Present and exchange experiences, strategies and tools that have proven successful in the management of these processes.

PROFILE OF PARTICIPANTS:

Most participants will come from Cuba: experts and professionals from different sectors, directly or indirectly involved in tourism research, policy-making and development: academics specialized in tourism, officials from central government and key territories, especially protected land and marine areas, health and wellness tourism, as well as cooperatives and private entrepreneurs that provide tourism products and services, primarily in the modalities of rural and nature tourism.
Invitations will be sent to executives and managers of foreign companies operating in Cuba – tourism centers, hotels, airlines, cruise ship lines, travel agencies – that have expressed interest in sustainable tourism.

EXPECTED RESULTS

-Catalyze new projects. The workshop will serve to inspire research in sustainable tourism applied to the Cuban context. Possible topics are: 1) Health and wellness tourism; 2) Cruise tourism and its impact on cities and other destinations; 3) Coastal and beach management; 4) Climate change and its impact on marine and coastal tourism; 5) National parks and
protected areas; 6) Marine protected areas; 7) Agro-tourism; 8) Eco-tourism; 9) Eco-certification and international good practices; 10) Demand and marketing of Sustainable Tourism to interested consumers. The workshop will promote formal and informal spaces to conceive and plan projects between participating institutions, particularly triangular and
South-South in nature; and for academic and professional exchange and socialization of good practices.

-Strengthening/Launching the Cuban Scientific Society for Local Economic Development. This will be the first official meeting of the Cuban Scientific Society for Local Economic Development attached to the National Association of Cuban Economists and Accountants. This society brings together all Cuban specialists in the professions of economics, accounting, industrial engineering and related specialties that work in the area of local development from an economic perspective and a focus on sustainability. We will seek to position the topic of sustainable tourism in the agenda and priorities of this important
Cuban scientific society.

-New initiatives for applied studies. The workshop will give continuity to other meetings and events of a regional nature, in other universities and centers of the country. Together they will serve to promote theoretical and applied studies on sustainable tourism in Cuban institutions of higher learning and research centers, which constitute important inputs for decision-making, coherent with the aspects covered in the vision of the Cuban economic and social model of socialist development. We aim as well to learn from experiences in other countries that can serve to enrich local experience with existing good practices, promoted through triangular and South-South cooperation.

-Compendium of good practices and relevant investigations. With the papers presented at the Workshop we aim to create a compendium of good practices and relevant investigations, that can subsequently be published and placed at the disposal of national and local decision makers, academic and scientific research institutions and public and private enterprises interested in sustainable tourism.

To register for the Workshop, norms for papers and platform to submit them, access the web page
http://eventos.upr.edu.cu/index.php/MARDELTUR/index/schedConfs/current The limit for submitting Summaries of papers is May 5, 2017, and full papers must be received before June 9. Registration fee is 250 CUC for participants, 150 CUC for Companions (1 CUC = 0.88USD)

The V International Workshop on Marketing and Sustainable Tourism will be held at Rancho San Vicente Hotel in Viñales, where lodging for delegates will also be available. Bus transportation to and from the city of Pinar del Rio, where both the inauguration and closing of the Congress will take place, is included in the Registration Fee.

For more information on the Congress contact:
DrC. Carlos Cesar Torres Paez
Director, Centro de Estudios GEDELTUR
President of the Organizing Committee MARDELTUR 2017
carlosc@upr.edu.cu / mardeltur@upr.edu.cu / Teléf. (53)48779361 / (53)54406301.

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