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PROFESSIONAL WORKRedesigning the Agrotourist Product, Finca San Vicente

AUTHORS

Iverilys Pérez HernándezMarisleydis Cruz

UNIVERSITY OF PINAR DEL RIO

“New forms of tourism, new trends and alternatives, and new tourist destinations have greater contact with nature, the natural environment, environments associated with healthy living, places less degraded and scarcely influenced by urban ways of life " .

PROBLEM

There is no coherent Agrotourism product in Finca San Vicente which takes advantage of the market opportunities that can be generated from the agrotourism method.

1.

SPECIFIC GOAL

Prepare the theoretical framework for the Agrotourism method.

AGROTOURISM

Method of rural tourism, which is characterized by the visitation of rural enterprises to learn about agricultural activities, and getting directly involved in these activities. (Figueroa, 2000; Velarde, 2000), en (Riveros, 2003 y Blanco, 2003).

A specialized and direct tourism method that develops in areas (farms) with cultivable lands, with the presence of regional and local culture, and with natural attractions and conditions.

Trends in the agrotourism market

▪ The active and participatory lifestyle of recreational activities in rural areas is growing.

▪ Visiting and participating in sustainable agriculture productions

▪ Natural spaces of the area, with the presence of local traditional processes.

▪ Preference for specialized treatment▪ Need for active participation in agricultural work▪ The preference of visits to family businesses▪ The consumption of products where tourists have worked.

http://www.hosteltur.com/62773_agroturismo▪ Tourists prefer to pay for the authentic offer (history, culture

and customs of a region or area in question.)

Graph No. 1 Requirements for sustainable agricultureSource: Folleto agricultura sostenible 2002

Management, use, conservation of productive

resources

Sustainable Agriculture

Development and dissemination of

appropriate, accessible, economical and

acceptable technologies

Institutional, organizational and social change.

Development, human resources and local

capacities.

Compatible agricultural policies. Fair markets, prices and incentives.

Accounting for environmental costs.

Political stability

1. It is mainly developed in agricultural farms, or areas with cultivable and livestock conditions.

2. The organization and design of the offerings are for the small groups of visitors, as the agrotourists aspire to develop tillage activities with exclusivity and privacy.

3. Traditional accommodation in the area is required to consider the development of agriculture and the lifestyle of the farmers in the region.

4. The landlord must obtain part of his income from agriculture

Requirement for the development of an agrotourism product

5. Agrotourism activity involves a use of agricultural land other than the pre-established.

6. The possibility of participating in agricultural and livestock tasks is another distinguishing feature of agrotourism products.

7. Using the endogenous products from each areas as goods, both in food and in craftwork.

8. In the tourism aspect, directly or indirectly, visitors have to be offered the possibility of practicing a series of complementary activities

Elements of Product Design

� Agrolodgings

� Added Activities

� Tourist Information

� Agrotourism Guides

� Loading capacity.

Animation and Recreation �

CURRENT STATE

CURRENT STATE

Current composition of agrotourist in Finca San Vicente

LIVESTOCK AGRICULTURAL ACTIVITIES

Current agritourism activities linked to tillageCurrent agritourism activities

linked to tillagePresence of Animals

by activityUtensils by activity

Oxen yokings Group of ox(2) -Yoke(2)Land preparation with animal traction

Group of ox(2) - Hair comb(1)-Plow(criollo) (1)-Ridger(1)

Horse saddlings Horse(2) -Saddle(2)Cow milking Cow(1), Goat(8) -Rope(9), Bucket( 4)

-Stool(3)Feeding the different types of animals that exist in the Finca.

Poultry(25), Pig (12), Dog(3)Goat(16), Sheep(12),Cow(1), Heifer(1), Ox(2)Horse(2)

-Feeder for birds(2)-Feeder for dogs(2)

Agricultural activities related to agriculture

Collection of natural fruits. Group of ox -Collection baskets (4)-Carriage for the transfer (1)

Pilar café. - -Coffee pulping machine (1)-Traditional mortar(1)

Sowing of various crops - -Hoe(4)-Seeds and postures

Tending of crops - -Hoses for water (3)-Fertilizer Machines (2).-Ridgers (1)-Cultivator (1)

Collecting of crops - -Collection baskets ( 5)-Carriage for the transfer

Collection of twisted tobaccos - Tobacco House.Poles to hang tobaccos (15)String (10)Knife(2)Bench for twisting and untying (1)

Analysis of product criteria, through surveys

Clients and AAVV

• Pleasant, quiet stay.

• Spectacular scenery.

• Huts still need to improve their quality.

• It is a different product and can be distinctive of the province.

• It requires consolidating supply and responding to the true customs of the farmers in the region.

Figura No.4 Ingresos Totales, 2012- 2016Source: Elaboración propia, a partir de estadísticas Departamento Comercial Palmares

2012 2013 2014 2015 20160

Analysis of the main commercial indicators

Total Income

Total Income

Linear (Total Income)

Figura No.4 Ingresos Totales, 2012-2016Source: Elaboración propia, a partir de estadísticas Departamento Comercial Palmares

2012 2013 2014 2015 2016

Analysis of the main commercial indicators

Total IncomeLodging

Gastronomy

Recreation

Analysis of the main commercial indicators

Figura No.5 Turistas físicos, 2012-2016Source: Elaboración propia, a partir de estadísticas Departamento Comercial Palmares

2012 2013 2014 2015 2016

Physical tourists

Physical tourists

Linear (Physical tourists)

Analysis of the main trade indicators

Market analysis

Figure No. 7 Main markets by percentage of arrivalsFuente: Estudio Ciclo de Vida de Viñales, Pinar del Río.Source

Countries

Germany

United Kingdom

France

Netherland

Spain

Italy

SWOT Analysis

Figure SWOT AnalysisFuente: Author’s own

Opportunities

Strengths Weaknesses

Survival

Source

Potential Markets

MarketMarket

AgrotouristsHikers

Market

Ecotourists:Trekking

Mode

Product name

AGROTOURISM

Method

Demonstrative Agrotourist Farm San Vicente

Spatial and functional rearrangement of the area occupied by the Finca San Vicente.

Arranging plots according to the use

Route”Encounter my land (Encuentro con mi tierra)”“Encuentro con mi tierra”

✓ A course of 1.50 m width

✓ $ 3.00 of price✓ Frequency of 1

group of 15 pax per day.

✓ Organizations of the fences

✓ Planting of new fruit trees on the fence lines.

✓ Exterior gardening was redone in each space

✓ Huts were customized

Field trip “Journey to the roots (Viaje a las raíces)”

OFFERED ACTIVITY Agrotourism practice image

❑ Floor labeling❑ Soil fertilization ❑ Caring seedlings❑ Earthing up seeds❑ Planting crops❑ Collection of vegetables and grains

❑ Moving animals❑ Saddling up horses❑ Milking animals❑ Feeding animals

❑ Composting❑ Sowing of aromatic plants❑ Planting of medicinal plants

❑ Drying grains❑ Moving grains❑ Pilar Café

Trail linking visits to farmers in the region

❑ This operation is led by the Cubanacan specialized agency

❑ It develops with a frequency of 1 group per week, with 2 nights, for group of 12 people

❑ Includes lodging, breakfast, walk, guide service, dinner, a lunch box and fun activities on the farm.

Program promotion for implementing the agrotourism segment

✓ It is specialized in satisfying the agrotourism market, with a stay of 4 nights

✓ The effort to carry out the program is ordinary, due to the participation in agricultural activities and participation in excursions and trails

✓ 20 visitors in total.

1. Social contact activities

1.1. Culture and Nature1.2 Gastronomic1.3. plastic arts, folk art and crafts1.4 Games1.5 Media usage

Price proposal

Offer proposals Price

Route ”Encounter my land (Encuentro con mi tierra)”

$ 3.00 entrance fee

Field trip “Journey to the roots (Viaje a las raíces)”

$ 20.00 for Pax in high season and $ 15.00 in low season

Trail linking farmer customs, with 2 nights stay

$ 65.00 for Pax in high season and $ 50.00 in low season

Adequacy of communication for the agrotourism segment.

Results for the validation of the tourist product on the San Vicente demonstrative farm.

Analysis of the product according to concept

Situation before implementation (year 2012)

Situation after implementation (6 months)

Level of application

Farm restructuring Not adequate Added value by product organization

Creation of route inside the farm

No existence

No existence

Marketed

OrganizedCreation of agrotourism participatory activitiesIncrease in tourist operation

Specialized promotion

Physical Tourists

Tourists Days No existence

There were 2 operations, plus the excursions restaurant serviceThere was only one group occasionally promoting lunch at the restaurant

In the first 6 months of the year, there were 13,177 of the total 26,355 arrivals for the year

The operation is increased with new offers through Cubanacan national specialized receptions

Marketing of an entertainment program containing agro-tourism activities

14,092, of them 720 pax for field trips. 2700, as a tour of the Finca.

576 for the concept of walking

There is an increase in 915 physical tourists more than in the same period of the previous year

Increase

Total IncomeTotal Income

Price ratio The highest price is the hike, at $ 40.00

Promotion

Average stay 1 night 2 nights Increase

A small article is created that promotes the agroturísticas activities

Increase

Income for field trip: $ 14,400

Entrance fee for the route: $8,100

Hiking income: $ 37,440

Existed with leaflets that focused on the ranch and the hike

Entrance cover is added for tour ”Encounter my land (Encuentro con mi tierra)” with $ 3.00The field trip ”Journey to the roots (Viajes a las raíces)” is created with a price of $ 15 to $ 20, up to seasonThe price of the route increases, by adaptation to the agrotourism theme at $ 65.00 the complete package

Comparative state of the level of satisfaction of the productCriteria before implementing Criteria after implementationThe offer is not commercialized towards the agrotourism segment.

The product is more oriented to the agrotourism segment.

The services most commercialized by the company are those of restoration

Offerings linked to agrotourism are marketed through the specialized agency of Cubanacan.

The practice of the agrotourism method at the moment is still carried out in an emerging way.

The activity is planned and the market is diversified.

The offering lacks many elements to develop an indigenous agrotourism product

Offerings are developed based on the attractions that exist in the area, such as hiking, inland farm tours and field trips

There are pests, like mosquitoes and ants, during some times of year.

Pests were eliminated through the application of biological control techniques.

There are no activities related to farmers in the area and to expand the activity.

A trail is developed which includes visits to farmers in the area.

Recreation and entertainment are not well differentiated and lack planning.

An promotional program is planned and specializes for the agrotourism segment.

Low quality of hut decoration Improve the decoration and setting of the huts.Services should be improved The services are customized through the designed offers.

The menu is repetitive and unrepresentative of the area.

The menu is diversified with representative dishes of the area and with client participation in creating them.

1. The agrotourism method represents a way of diversifying the tourist product in Pinar del Rio, starting from the use of the cultural and natural attractions that the province has, with the support of an adequate infrastructure for developing this type of tourism and the adopting of strategies for the creation of tourism products tailored to the client.

2. The diagnosis on the regularities and particularities of the commercial management of the tourism product in Finca San Vicent, a site of particular beauty, has attractions for the development of agro-tourism activity. However, it doesn’t take advantage of the opportunities to offer a product specialized in agrotourism.

3. The proposal of actions to adapt the San Vicente farm product to a indicative agrotourism product shows a positive change of the product, appearing in the agrotourism market with good acceptance and an improvement of commercial

indicators.

Conclusions

Recommendations

1. Continue to delve into research of the agrotourism market segment,

which shows a clear opportunity for the commercialization of this method for the San Vicente farm and for the region.

2. Negotiate with the business groups at the national level regarding the analysis of the results of this work in order to incentivize the agrotourism method in other provinces that meet the conditions for its implementation.

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