La ruta milenaria del atúnlecciones aprendidas de un producto turístico experiencial en el litoral gaditano

  1. Blanca García Henche 1
  2. Isabel Sánchez Moreno
  1. 1 Universidad de Alcalá
    info

    Universidad de Alcalá

    Alcalá de Henares, España

    ROR https://ror.org/04pmn0e78

Revista:
International journal of world of tourism

ISSN: 2386-2319

Ano de publicación: 2018

Volume: 5

Número: 9

Páxinas: 1-15

Tipo: Artigo

DOI: 10.12795/IJWT.2018.I09.01 DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: International journal of world of tourism

Resumo

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.Resources on which rests the tourism are suffering a major transformation to the new trends of the tourism market in search of new experiences in tourism destinations. In this context, the culinary tourism acquires great relevance and offering experiential destinations are positioned as tourism products within the tourist and promotional approach to thedifferent destinations.In recent years the cuisine has become an indispensable to know the culture and the way of life of a territory to respond to classical values that are associated with the new trends in tourism: respect for culture and tradition healthy lifestyle, authenticity, sustainability and experience.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 takesa step further in the creation of sea/fishing related tourist project in the coast of Cádiz, while proposing alternative tourism options that contribute to the deseasonalization in accordance with sustainable tourism precepts.The ultimate goal of this work is to analyze the early stages of developing a new product around "local" as Spanish deseasonalisation of a coastal zone strategy, replicable to other many areas on the Spanish coast with a high seasonality.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 ofthe region tourism.The theoretical framework of work reviews trends in the tourism sector toward experiential tourism and the methodology used in the study is basically qualitative, since it has resorted to secondary sources, primarily on qualitative information that shed the Cadiz Tourism Web and the Ruta Milenaria del Atún. Subsequently, resorted to primary sources of information, since held interviews with the leaders of the Group of fisheries development Cadiz -El Estrecho, responsible for the project, and with associations and entrepreneurs of Ruta Milenaria del AtúnThe study reveals how the analyzed area has an excessive dependence on tourism of Sun and beach in the summer months and how the design of the product Ruta Milenaria del Atún and its commercialization helps the out of season demand and the sustainable development of the area

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