Community tourism tour to Las Terrazas Tourist Complex

Abstract

In Cuba, policies have been implemented to promote the sustainable development of tourism, aligned with global market shifts and the demand for more responsible experiences. In this context, alternative models such as community-based tourism are emerging, prioritizing the active participation of local communities, environmental conservation, and the equitable distribution of benefits. A concrete example of this potential is Las Terrazas Tourist Complex, located in the province of Artemisa, which has established itself as a national benchmark for its comprehensive approach, its environmental commitment, and its ties to community stakeholders. However, recent research indicates limited diversification in its range of services, identified as a source of dissatisfaction among visitors. In light of this issue, the research aimed to propose a community-based tourism excursion to diversify the offerings of Las Terrazas Tourist Complex. The methodology adopted a mixed-methods approach, involving a questionnaire administered to 150 tourists (both domestic and international), supplemented by documentary analysis, a literature review, scientific observation, fieldwork, and the use of analytical tools such as PESTEL and Porter's Five Forces. The results demonstrate the complex's high potential for developing community-based tourism. The proposal responds to contemporary market trends and prioritizes authenticity, sustainability, and the generation of positive impacts. Its adaptable structure and community-centered approach ensure its long-term viability, aligning with the possibilities and resources available in the local environment.