Creative tourism.A differentiating proposal for the promotion of the tourist destination Santiago de Cuba.

Abstract

The tourist destination Santiago de Cuba is characterized by the promotion of cruise tourism, the development of the traditional modality of sun and beach, nature, history, heritage, as well as cultural and city tourism. (Ministry of Tourism, 2019). The latter is one of the main sources of motivation for international tourists who arrive in the city. However, there is no differentiating proposal for the destination in relation to other destinations in the region, by offering exhibitions, events and cultural itineraries, which need to be rethought from the sociocultural values that characterize it as a welcoming destination given the idiosyncrasy of its people. The markedly Caribbean cultural expressions, among other aspects, intangible heritage values that make it stand out among the destinations of the eastern region and the rest of the country's tourist cities. It is necessary to creatively project the relationship between the resources available to the destination and the needs and preferences of the tourist. In this way, the objective of the research is proposed: Analyze the proposal offered by creative tourism to the tourist development of Santiago de Cuba destination from an integrating vision, in order to enhance the attributes of the town. A methodological conception characterized by a triangulation strategy with the use of quantitative and qualitative methods and procedures that allows unraveling the integration work of social actors is elaborated. The instrumental value of this study is found in the elaboration of the bases to promote the work of integration of the social actors linked to tourism and consequently, the weighting of the attributes of the tourist destination Santiago de Cuba.