The Bucéano Travel Agency and its contribution to Cuban tourism

Abstract

Cuba has an incomparable underwater beauty; the flora and fauna found in its depths are internationally recognized and constitute a great attraction for many of the island's visitors who travel mainly motivated by diving. However, despite the great potential that exists throughout the country, no specialized travel agency in this activity has been created. It is for this reason that this research aims to develop the design project of a travel agency specialized in diving, which will be called "Bucéano". Because of this objective, as part of a mixed methodology from a qualitative and quantitative approach, methods such as analysis-synthesis, induction-deduction, documentary review, brainstorming, as well as other tools that allowed the development of research in nine consequent stages were applied. At first, a general tourism research was carried out, and the target demand segment was identified and characterized. Subsequently, the agency's products and services were designed in a preliminary way, and its distribution channels were identified. For its part, the necessary human, technical, material and financial resources were identified, as well as the procedures for opening the agency. Location and environment, and economic-financial studies were carried out. Finally, the initial operation of the agency was simulated from the point of view of the management cycle. All this allowed to form the design project of the travel agency specialized in diving "Bucéano".