Introduction Promoting a developmental tourism in the Mayan Zone of Quintana Roo is one of the government s main issues, so in the National Development Plan 2006-2012, in the line of action 2, it considers the specific aspects related to tourism which states to achieve a competitive national economy productive, efficient and generates of employment, on the other side this is reaffirmed in the visionary Strategic Plan to 2025 of the State Government of Quintana Roo (FOMIX Conacyt-State Government of Quintana Roo, 2009). According to the Atlas for the definition of the areas with greatest potential for sustainable rural tourism in the Mayan Zone of Quintana Roo (Hernández, I., Iturbe, A. & Jiménez, F., 2007), has resources and attractions that promote the development of sustainable rural tourism founded on ecological and cultural diversity of the area. The beautiful landscapes make it one of the regions in the world with many attractions for national and foreign. In particular, the state it has been promoted on a large scale focus on the kind of tourist who is looking sun and beach, like Cancun and the Riviera Maya, who are recognized worldwide. However, it also that tourists visit other areas of the state, such as small towns inhabited by mayan people. The tourism development in a region and decision making by development actors should be based on demand studies, visitor profile and satisfaction as factors that make a guideline to follow in the design of proposals to encourage the development, the promotion strategies must be commensurate to the target market, considering what their needs, desires, and the main characteristics, among others things. That is why the elaboration of regional promotion strategies focused on the key elements of a value, allow differentiate itself from other national and international destinations. Background The aim of this paper is to present strategies to promote the Mayan Zone of Quintana Roo, México, and that strategies are focused to honor the key element of value to tourists, make able to differentiate it from other national and international destinations. Economic growth in economically backward areas of Quintana Roo, and in particular the commitment to overcome poverty in the Mayan Zone is one of the main challenges of some programs and government strategies, which consist of the objectives that some global managers have for the millennium. In this regard, it is illustrative that the United Nations Development Programme (UNDP) has brought to the fore that aim to agree, since the Millennium Summit in 2000, that fighting poverty is taken as a commitment by the countries of the United Nations (UN). In this regard, countries like Mexico have adopted that goal within the national social and economic policies. On the other side, global organizations try to identify specific economic sectors with high potential activities to combat poverty. In response, recognizes the role played by tourism in the economic dynamism of some regions of Mexico, which has been shown in cases such as the Northern Region of the Mexican Caribbean (including Cozumel, Cancun and the Riviera Maya), the tourist corridor Los Cabos in Baja California Sur, the corridor of the Coast of Guerrero and the coast of Oaxaca. In this context that the current government will promote tourism in the Mayan Zone of Quintana Roo, this is seen in the recent history of tourism plans developed by the state and local governments, business and social organizations and academic institutions. 1
Methodology The analysis was performed based on external and internal factors that impact on the area, with this information was determined the set of competitive advantages (core competence) of tourism products and finally the formulation of specific strategies. For the determination of the external factors that impact on the Mayan Zone of Quintana Roo, it was considered the information of the State Development Plan 2011-2016 of Quintana Roo (2011) and the Tourism Sector Program 2007-2011 (2011) which take in considerations the strategies and objectives of the National Development Plan 2006-2012, and the National Agreement on Tourism (2011a) as well as the Tourism Strategic Plan for sustainable rural development of the Mayan Zone of Quintana Roo, Mexico, 2007-2025 (2007), and finally the analysis of international and national tourism markets from studies and data generated by the Integrated System for Migratory Operations in 2011(SIOM, acronym in spanish), the World Tourism Organization (WTO), and studies for the mexican board for the tourism promotion. With this information identified the opportunities and threats for the promotion of the Area. The strengths and weaknesses relating to internal analysis was obtained as a result of the characterization of the main tourism products of the Mayan Zone of Quintana Roo, the study of the profile and visitor satisfaction 2010-2011, and again the information obtained in the Tourism Strategic Plan for the development of sustainable rural Mayan Zone of Quintana Roo, Mexico, 2007-2025. With this analysis, finally was generated the unique value proposition differentiated to the Mayan Zone which integrates the core elements identified. Results In the following analysis of strengths, weaknesses, opportunities and threats (SWOT) is taken into consideration the similarities of the locations of the Mayan Zone of Quintana Roo, building effective marketing strategies for integration within the tourism promotion plan. Table 1. Summary of Strengths (S), Weaknesses (W), Opportunities (O) and Threats (T) to promote the Mayan Zone of Quintana Roo. Strengths list S1. According to the National Institute of Statistics and Geography (INEGI, acronym in spanish) in 2010, localities had adequate coverage of basic public services such as water, electricity, public lighting, waste removal, public safety, municipal markets and municipal butchering (90%). S2. 160 Federal Road Cancun - Merida, Federal Highway 184 that begins at Felipe Carrillo Puerto is going through the center of the locality. S3. State highways as Tulum-New Xcan Weaknesses list W1. Lack of road signs and indications to get to tourist areas. W2. Tourist areas with exclusivity agreements with agencies (PacChen, Tres Reyes) W3. There is no public transportation to get directly to most of tourist areas. W4. According to the National Institute of Statistics and Geography (INEGI, acronym in spanish) in 2010, localities had few medical units to the population of the Maya area (on average 15 medical units for 20, 600 people). W5. According to the National Institute of 2
and Ideal-Chiquilá. S4. Places with historical and cultural content. S5. Archaeological sites, caves and cenotes. S6. Endemic types of species S7. Preservation of regional cultural and historical activities. Statistics and Geography (INEGI, acronym in spanish) in 2010, there had very low coverage of basic public services (on average 28%) and paving (70%). W6. The only via maritime transport between the mainland and the island of Holbox is via a ferry and small boats. W7. Economic activity located in the category primary sector (agriculture, livestock, hunting, fishing and related services) and less than 5% to tertiary sector (commerce, tourist, fundamentally based on personal services). W8. It needs to improve road conditions and road access to state tourism resources; such is the case of Punta Allen, Holbox, and Kantemo, to name a few. Opportunities list Threats list O1. International tourists identify Mexico as a destination sun and sand. O2. The Italians like to explore the local cuisine. O3. Canadians enjoy the beaches near the Riviera Maya for the climate and scenery. O4. Increase of 4.5% of tourist arrivals by air to Mexico. O5. The Americas are 15.9% of the fee for regions around the world. O6. America has increased by 6.4% 2009-2010 3.3% and Europe. O7. 25% of national travelers are aware segment and 25% of isolation. O8. 29% are international tourists and 24% depth knowledge of superficial knowledge. O9. Nationals take the opportunity of business travel for leisure activities, the international tourist not. O10. Women determine the destination. T1. Europe's leading tourism growth and concentrates 50.7% of the tourist market. T2. Most international travel is in the same region of the traveler. T3. 20% of national tourists seeking allinclusive option. T4. International tourists have a misunderstanding of the concepts. T5. 22% of international tourists seeking fun segment economize. T6. Lack of knowledge of the international tourist about historic and cultural diversity of Mexico T7. For the international tourists is very important the recommendations made of his own country with regard to tourist destinations. T8. The Spanish guidance highlights the lack of tourism in Mexico. T9. The Italians like to explore the local cuisine but also to bet and play games of chance. T10. Canadians like to destinations all-inclusive beach. Source: Authors' calculations based on data from National Institute of Statistics and Geography (INEGI, acronym in spanish), WTO, Nielsen Company, Secretary of Tourism of Mexico (SECTUR, acronym in spanish) and Integrated System for Migratory Operations (SIOM, acronym in spanish), 3
Discussion The historical content, geographical location and the extensive development of tourism in the state of Quintana Roo, distinguishes it from other tourist destinations in the region and internationally. In the study of tourist profile of this area (University of Quintana Roo, 2012), the main reason for tourist trip is looking "sun and sand" destinations and as detected in the segmentation study conducted by Nielsen (2007), a segment of great importance is considered "knowledge", so the state has two elements that can satisfy the tourists. Additionally, the state of Quintana Roo has the experience of realization of tourist activity, and is one of the top destinations that bring higher returns to the National Gross Domestic Product. The state has 10.6% of total national coastline (1, 176 km), and has cultural and historical attractions (sinkholes, caves, endemic flora, food, archaeological sites, among others), which can offer a combination that few destinations can offer, especially in the Mayan Zone. As described above, identifies the elements of value online: 1. - Multiexperiencial. Cultural and historical activity combined with sun and sand. 2. - Hospitality and safety. Keep the items you value most tourists and earning many high level certifications to reaffirm them. Conclusion and recommendations Mayan Zone of Quintana Roo has resources and attractions that may enhance the development of rural tourism, highlighting the cultural and historical wealth, where there are rural communities that are already receiving the visit of tourists, fertile ground for inclusive policies on sustainability issues. A unique advantage is that you know the main characteristics of those who visit, which allows for strategies to make the visitor experience quality. Proper implementation of this strategies will spread more focused, the benefits of the Mayan area of the state, but is highly recommended to work closely with communities through their representatives and community networks. This promotional plan is subject to continuous improvement so it is highly recommended to track the effectiveness of the proposals suggested to measure punctually its expected impact, and if necessary make appropriate adjustments. It is also implied the need to appoint a fixed budget for activities that are not linked to federal and state actions. The vast global information network and especially social networks should be a vehicle to promote the destination. Unlike traditional forms of computer-mediated communication, social networks enable greater visibility and coordination among stakeholders. Social networks are a communication tool, which requires a promotional strategy and a new advertising medium. 4
Undoubtedly, this will allow the various development actors such as government, business, cooperative societies and the general community integration of eco-tourism destination, rural and low-impact culture, consistent with the diversification of the offer Mexican Caribbean. References 1. FOMIX Conacyt-State Government of Quintana Roo (2009). Proposal approved Study Profile and Degree of Satisfaction of tourists visiting the Mayan Zone of Quintana Roo. QROO FOMIX Project-2009-C01-124 252, CONACYT-State Government of Quintana Roo, Mexico. 2. Hernández S. I. P., Iturbe A. y Jiménez. F. (2007). Atlas for the Definition of Areas with Greatest Potential Sustainable Rural Tourism in the Mayan Zone of Quintana Roo, Mexico: a spatial analysis tool to define the potential for sustainable tourism in Quintana Roo Maya Zone. Mexico: University of Quintana Roo. 3. Hernández, I., Iturbide, A., Jiménez, F., Jiménez, J. (2007). Tourism Strategic Plan for Sustainable Rural Development of the Mayan Zone of Quintana Roo, México, 2007-2025. University of Quintana Roo, Mexico. 4. Integral Operating System Migration (2011). Ranking international air arrivals to Mexico 2011. [Online]. Available at http://www.siimt.com/es/siimt/siim_siom [2011, December 21]. 5. Ministry of Tourism (2007). Tourism Sector Programme 2007-2012 [online]. Available at: http://www.sectur.gob.mx/pdf/pst2007-2012.pdf [2011, December 16]. 6. Ministry of Tourism (2011a). National Agreement on Tourism, Annex action [online]. Available at: http://www.sectur.gob.mx/work/models/sectur/resource/1323/1/images/aant16032 011.pdf [2011, December 21]. 7. Nielsen Company (2007). Segmentation study of demand toward Mexico [online]. Available at: http://www.turismopuebla.gob.mx/work/sites/tur/resources/localcontent/816/8/estudi o_segmentacion_semanda_cptm_2007.pdf [2011, December 21]. 8. University of Quintana Roo. (2012). Study Profile and Degree of Satisfaction of tourists visiting the Mayan Zone of Quintana Roo 2010-2011. 9. State Government of Quintana Roo. (2011). National Development Plan 2006-2012 [online]. Mexico: State Government of Quintana Roo. Available at: http://sema.qroo.gob.mx/doctos-phoca/phocadownload/plan_estatal_qroo_verde.pdf [2011, August 29]. 10. World Tourism Organization (2011). WTO Panorama of international tourism, 2011 edition. [Online]. Available at: http://mkt.unwto.org/sites/all/files/docpdf/unwtohighlights11sphr_2.pdf [2011, December 20]. Acronyms SECTUR: Secretaría de Turismo de México. Mexico Ministry of Tourism INEGI: Instituto Nacional de Estadística y Geografía. National Institute of Statistics and Geography. OMT: Organización Mundial del Turismo. World Tourism Organization. SIOM: Sistema Integral de Operación Migratoria. Integral Operating System Migration. 5