Marketing de experiencias. Creación de un producto turísticoruta milenaria del atún

Abstract

As the traditional model of tourism begins to become saturated, Public Administrations and the tourist industry are looking for alternatives that provide a response to an increasingly demanding and segmented, demand that seeks experiences and involvements in tourism destinations and a total experience that includes culture, leisure and social interaction. This paper analyzes how, from the Grupo Desarrollo Cádiz-Estrecho, is designing and planning a marketing project for an experiential tourism product: La Ruta Milenaria del Atún. The project goes one step further in the creation of tourist products related to the sea and fishing in the area of the Cadiz coast, proposing alternative travel options contributing to the deseasonalisation premium, following the precepts of sustainable tourism. The Ruta Milenaria del Atún it is based on four products: Roots (cultural/heritage), Flavors (gastronomy), Life (environmental heritage) and Emotions (active tourism). As tourism fishing activity, the project involves the creation of a new tourism product alternative that responds to the growing demand for environmental values and cultural traditions of the coastal areas. To this end, it boasts a network of companies that offer very varied activities within a new concept of multi-sectoral, sustainable and differentiated from the traditional tourism of the region tourism.