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{\info{\author Victor}}
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\li1040\ri0\sl-413\slmult0 \fs24\cf0\f1\charscalex100\b {
DISEÑO DEL PRODUCTO TURÍSTICO }\b0 \par\pard\li3426\ri0
\sl-213\slmult0 \fs18\cf0\par\pard\li3426\ri0\sl-213\slmult0 \fs18\cf0\par\pard\
li3426\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li3426\ri0\sl-466\slmult0 \fs24\cf0
\f1\charscalex100\b {- UN ENFOQUE Y UNA PROPUESTA METODOLÓGICA - }\b0 \par\pard\
li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0
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li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0
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\fs18\cf0\par\pard\li1040\ri0\sl-426\slmult0 \fs24\cf0\f1\charscalex100\b {
Por: Víctor Rafael Fernández Ávila
}\b0 \par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\sl
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0\ri0\sl-466\slmult0 \fs24\cf0\f1\charscalex100\b {
Bogotá, marzo de 2006 }\b0 \par\pard\li9693\
ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\
cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmu
lt0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\s
l-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li
9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\p
ar\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \
fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213
\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\
ri0\sl-453\slmult0 \fs36\cf0\f1\charscalex100 {1 }\par\pard\sect\sectd\sbkpage\p
gwsxn12240\pghsxn15840\marglsxn666\margrsxn133\margtsxn666\margbsxn133\pard\li10
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\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-386\slmult0 \fs
24\cf0\f1\charscalex100\b {Introducción. }\b0 \par\pard\li1040\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {El turi
smo es una actividad que para su manejo requiere de herramientas que permita
n un flujo }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100 {efic
iente de información y una toma de decisiones coherente y en permanente ajuste. }
\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-293\slmult0
\fs20\cf0\f1\charscalex100 {Al constituirse en una actividad de moda a nivel in
ternacional se corre el riesgo de que los sitios que }\par\pard\li1040\ri0\sl-25
3\slmult0 \fs22\cf0\f1\charscalex100 {lo quieren impulsar estén tentados a dejar
que el desarrollo espontáneo, buscando resultados }\par\pard\li1040\ri0\sl-253\
slmult0 \fs22\cf0\f1\charscalex100 {inmediatos, siga su curso. O se cree que t
odo el mundo sabe de turismo porque es una actividad }\par\pard\li1040\ri0\sl-25
3\slmult0 \fs22\cf0\f1\charscalex100 {llamativa que, aparentemente no requiere m
ayor preparación. }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\
ri0\sl-293\slmult0 \fs20\cf0\f1\charscalex100 {En muchos países se han visto los e
fectos nocivos de esta aproximación errónea al turismo: destinos }\par\pard\li1040\r
i0\sl-253\slmult0 \fs20\cf0\f1\charscalex100 {turísticos en decadencia, daños socio
culturales irreparables, contaminación del entorno, conflictos }\par\pard\li1040
\ri0\sl-253\slmult0 \fs20\cf0\f1\charscalex100 {entre el visitante y el resident
e. El modelo simplista de \uc1\u8220Xevaluar atractivos \uc1\u8211X empaquetar
\uc1\u8211X vender\uc1\u8221X }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1
\charscalex100 {ha tenido efectos devastadores. }\par\pard\li1040\ri0\sl-213\slm
ult0 \fs18\cf0\par\pard\li1040\ri0\sl-293\slmult0 \fs20\cf0\f1\charscalex100 {Un
o de los puntos álgidos en los cuales se manifiesta esta tendencia es el concepto
de producto que }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100
{se ha querido asimilar al de \uc1\u8220Xpaquete\uc1\u8221X con una visión fa
cilista que conduce a la rápida }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1
\charscalex100 {obsolescencia de los \uc1\u8220Xproductos\uc1\u8221X y de los de
stinos turísticos. }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040
\ri0\sl-293\slmult0 \fs20\cf0\f1\charscalex100 {De allí que es importante promover
un esquema ordenado de desarrollo del turismo que prevea los }\par\pard\li1040\
ri0\sl-253\slmult0 \fs20\cf0\f1\charscalex100 {efectos nocivos de su crecimiento
espontáneo, en el cual el producto turístico se entienda en su justa }\par\pard\li1
040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100 {dimensión. La responsabilidad
social de los diversos actores del turismo hoy es, más que nunca, }\par\pard\li104
0\ri0\sl-253\slmult0 \fs24\cf0\f1\charscalex100 {muy necesaria. }\par\pard\li10
40\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li1040\ri0\sl-333\slmult0 \fs22\cf0\f1\charscalex100\b {1. El enfoque del
desarrollo territorial del turismo }\b0 \par\pard\li1040\ri0\sl-213\slmult0 \fs1
8\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\sl
mult0 \fs20\cf0\f1\charscalex100 {La experiencia que se ha venido consolidando a
través de los últimos diez años en el país en materia }\par\pard\li1040\ri0\sl-253\slmu
lt0 \fs20\cf0\f1\charscalex100 {de desarrollo territorial del turismo ha perm
itido estructurar una propuesta conceptual que se ha }\par\pard\li1040\ri0
\sl-253\slmult0 \fs20\cf0\f1\charscalex100 {transmitido a todas las regiones y
localidades y que ha inspirado las políticas de turismo en este }\par\pard\li1
040\ri0\sl-253\slmult0 \fs24\cf0\f1\charscalex100 {período. }\par\pard\li1040\ri0\
sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-293\slmult0 \fs22\cf0\f1\charsca
lex100 {Esta se inspira en la necesidad corregir conceptos equivocados según los
cuales el desarrollo del }\par\pard\li1040\ri0\sl-240\slmult0 \fs22\cf0\f1\char
scalex100 {turismo debe darse de manera espontánea, confiando en que los territ
orios van adoptando las }\par\pard\li1040\ri0\sl-253\slmult0 \fs20\cf0\f1\chars
calex100 {medidas más convenientes. Conociendo la inestabilidad de las administra
ciones públicas regionales }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\chars
calex100 {y locales, la débil organización empresarial, la inexistencia de polític
as públicas regionales que }\par\pard\li1040\ri0\sl-253\slmult0 \fs20\cf0\f1\char
scalex100 {favorezcan el desarrollo del turismo, es necesario presentar pr
opuestas coherentes que busquen }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0
\f1\charscalex100 {trascender los avatares de las dinámicas territoriales actuales
. }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-293\slm
ult0 \fs22\cf0\f1\charscalex100 {La Dirección de Turismo ha venido consolidando
una macroestrategia que se ha denominado }\par\pard\li1040\ri0\sl-253\slmult0 \f
s20\cf0\f1\charscalex100 {\uc1\u8220Xdesarrollo ordenado del turismo\uc1\u8221X
a través de la cual se propugna por un manejo responsable de las }\par\pard\li1040
\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100 {decisiones que impactan el impul
so de esta actividad en las localidades y en las regiones. }\par\pard\li1040\r
i0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-293\slmult0 \fs20\cf0\f1\char
scalex100 {El desarrollo ordenado implica concebir al \uc1\u8220Xdestino\uc1\u82
21X, para su manejo, como una empresa compleja }\par\pard\li1040\ri0\sl-253\slm
ult0 \fs22\cf0\f1\charscalex100 {al frente de la cual debe situarse un gerente q
ue visione todos los procesos y tenga la capacidad de }\par\pard\li1040\ri0\sl-2
53\slmult0 \fs22\cf0\f1\charscalex100 {liderazgo y convocatoria frente a los div
ersos agentes (estatales, empresariales, comunitarios). }\par\pard\li1040\ri
0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-293\slmult0 \fs20\cf0\f1\chars
calex100 {El gerente debe ser un estratega con plena claridad acerca de la compo
sición y el funcionamiento de }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\ch
arscalex100 {la cadena productiva del turismo en sus diversos niveles, que conoz
ca de la dinámica del negocio }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\ch
arscalex100 {turístico, que sepa manejar los conflictos que surgen de la interrela
ción de los actores (internos y }\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-506\slmult0 \fs
36\cf0\f1\charscalex100 {2 }\par\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840
\marglsxn666\margrsxn133\margtsxn666\margbsxn133\pard\li1040\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-21
3\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-360\slmult0 \fs22\cf0\f1\charscalex10
0 {externos), que tenga buen desempeño en lo local y en lo global, que dim
ensione el peso de los }\par\pard\li1040\ri0\sl-240\slmult0 \fs20\cf0\f1\charsc
alex100 {componentes directos e indirectos de la cadena y las sinergias que
se deben establecer con otros }\par\pard\li1040\ri0\sl-266\slmult0 \fs22\cf0\f
1\charscalex100 {sectores de la economía y de la sociedad. }\par\pard\li1040\r
i0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-293\slmult0 \fs22\cf0\f1\char
scalex100\b \i {1.1. Los criterios }\b0 \i0 \par\pard\li1040\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1040\ri0\sl-280\slmult0 \fs22\cf0\f1\charscalex100 {Los cr
iterios que impulsan la visión del desarrollo territorial del destino son: }\par\
pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-293\slmult0 \fs2
2\cf0\f1\charscalex100 {Visión Integral: el turismo debe ser visto como una em
presa compleja en la cual intervienen }\par\pard\li1040\ri0\sl-253\slmult0 \fs2
2\cf0\f1\charscalex100 {variables ambientales, culturales, económicas, políticas, s
ociales interrelacionadas entre sí e }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\
cf0\f1\charscalex100 {interactuando con todos los sectores locales, regionales,
nacionales e internacionales. }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1
\charscalex100 {Actuación dentro de un proceso: el desarrollo del turismo es g
radual, exige la destinación de }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f
1\charscalex100 {tiempo y de recursos. }\par\pard\li1040\ri0\sl-253\slmult0 \fs
20\cf0\f1\charscalex100 {Responsabilidad: las autoridades de turismo deben velar
por acciones coherentes entre los diversos }\par\pard\li1040\ri0\sl-253\slmult0
\fs22\cf0\f1\charscalex100 {agentes del desarrollo del sector, velando porqu
e los criterios éticos sean la norma del }\par\pard\li1040\ri0\sl-253\slmult0 \fs
22\cf0\f1\charscalex100 {comportamiento colectivo. }\par\pard\li1040\ri0\sl-25
3\slmult0 \fs20\cf0\f1\charscalex100 {Minimización de impactos: el desarrollo orde
nado del turismo conduce a una sustancial reducción }\par\pard\li1040\ri0\sl-253\s
lmult0 \fs24\cf0\f1\charscalex100 {de impactos culturales, económicos y ambientale
s a raíz de la práctica turística en una región o en }\par\pard\li1040\ri0\sl-253\slmult
0 \fs24\cf0\f1\charscalex100 {una localidad }\par\pard\li1040\ri0\sl-253\slmult0
\fs22\cf0\f1\charscalex100 {Optimización de beneficios: el desarrollo del tur
ismo debe lograr que la comunidad residente s}\fs22\cf0\f1\charscalex100 {e}\p
ar\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100 {involucre producti
vamente en la prestación de los servicios buscando mejorar su calidad de vida. }\p
ar\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100 {Transparencia: los
procesos públicos y privados deben ser transparentes como garantía de que los }\par
\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100 {agentes del desarrol
lo turístico actúan con reglas de juego iguales }\par\pard\li1040\ri0\sl-253\slmult
0 \fs22\cf0\f1\charscalex100 {Aporte al desarrollo social: las diversas acciones
deben conducir a un uso óptimo de los recursos }\par\pard\li1040\ri0\sl-253\slmul
t0 \fs20\cf0\f1\charscalex100 {con el propósito de contribuir a construir de m
anera eficiente el capital (humano, institucional, }\par\pard\li1040\ri0\sl-25
3\slmult0 \fs22\cf0\f1\charscalex100 {financiero, ambiental, social, cultural, t
ecnológico) de la región o de la localidad. }\par\pard\li1040\ri0\sl-253\slmult0 \fs
20\cf0\f1\charscalex100 {Integración de esfuerzos: el desarrollo del turismo sólo es
posible con el concurso de los diversos }\par\pard\li1040\ri0\sl-253\slmult0 \f
s22\cf0\f1\charscalex100 {agentes, dispuestos a generar sinergias. }\par\pard
\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-293\slmult0 \fs22\cf
0\f1\charscalex100\b \i {1.2. Las etapas }\b0 \i0 \par\pard\li1040\ri0\sl-213\sl
mult0 \fs18\cf0\par\pard\li1040\ri0\sl-293\slmult0 \fs22\cf0\f1\charscalex100 {E
l proceso está compuesto de varias fases (etapas) que, bien llevadas, deben conduc
ir a excelentes }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100
{resultados para los destinos turísticos: }\par\pard\li1040\ri0\sl-213\slmult0 \f
s18\cf0\par\pard\li1040\ri0\sl-293\slmult0 \fs20\cf0\f1\charscalex100\b {Planifi
cación del turismo:}\b0 \fs22\cf0\f1\charscalex100 { supone que los territorios
han decidido, a través de sus }{ }\fs20\cf0\f1\charscalex100\i {planes de }\i0
\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100\i {ordenamiento}
\i0 \fs24\cf0\f1\charscalex100 {, acoger al turismo como una opción seria de d
esarrollo económico y social. }\par\pard\li1040\ri0\sl-253\slmult0 \fs24\cf0\f1
\charscalex100 {Independientemente de la metodología empleada, los planes deb
en arrojar información sobre }\par\pard\li1040\ri0\sl-253\slmult0 \*\tx7000\fs22
\cf0\f1\charscalex100\i {inventarios de atractivos}\i0 \fs24\cf0\f1\charscalex1
00 { turísticos calificados, estado de la}\tab \fs24\cf0\f1\charscalex100\i {p
lanta}\i0 \fs24\cf0\f1\charscalex100 { turística, estado de la }\par\pard\li10
40\ri0\sl-253\slmult0 \*\tx3133\*\tx5960\fs22\cf0\f1\charscalex100\i {capacitación
}\i0 \fs24\cf0\f1\charscalex100 {, uso de}\tab \fs22\cf0\f1\charscalex100\i {t
ecnología}\i0 \fs24\cf0\f1\charscalex100 {, desempeño de la}\tab \fs22\cf0\f1\char
scalex100\i {superestructura}\i0 \fs24\cf0\f1\charscalex100 {, nivel de desar
rollo de la }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100\i {i
nfraestructura}\i0 \fs24\cf0\f1\charscalex100 {, sondeo del }{ }\fs24\cf0\f1\cha
rscalex100\i {mercado}\i0 \fs24\cf0\f1\charscalex100 {. Todo ello debe concret
arse en una}{ }\fs22\cf0\f1\charscalex100\i {priorización}\i0 \fs24\cf0\f1\charsca
lex100 { }\fs24\cf0\f1\charscalex100 {(tipos de }\par\pard\li1040\ri0\sl-253\sl
mult0 \*\tx6773\fs24\cf0\f1\charscalex100 {turismo, objetivos, estrategias, acci
ones) y expresarse en}\tab \fs22\cf0\f1\charscalex100\i {proyectos}\i0 \fs24\c
f0\f1\charscalex100 {. Los convenios de }\par\pard\li1040\ri0\sl-253\slmult0
\fs24\cf0\f1\charscalex100 {competitividad turística son una muy buena herramient
a de}\fs22\cf0\f1\charscalex100\i { seguimiento}\i0 \fs22\cf0\f1\charscalex100 {
de los proyectos y acciones }\par\pard\li1040\ri0\sl-253\slmult0 \fs24\cf0\f1\c
harscalex100 {propuestas en el plan. }\par\pard\li1040\ri0\sl-240\slmult0 \fs2
2\cf0\f1\charscalex100\b {Investigación de los mercados}\b0 \fs22\cf0\f1\charscale
x100 {: lo ideal es que se integre al plan turístico. Si ello no es posible se }
\par\pard\li1040\ri0\sl-266\slmult0 \fs24\cf0\f1\charscalex100 {debe adelantar
independientemente y con los mejores niveles de profundidad. Debe arroj
ar }\par\pard\li1040\ri0\sl-240\slmult0 \fs24\cf0\f1\charscalex100 {información de
tallada sobre los}{ }\fs22\cf0\f1\charscalex100\i {segmentos del mercado}\i0 \fs
24\cf0\f1\charscalex100 { (procedencia, promedio de estadía, gustos, }\par\pard\li
1040\ri0\sl-266\slmult0 \fs22\cf0\f1\charscalex100 {nivel de gasto, etc) que le
interesan al destino. }\par\pard\li1040\ri0\sl-240\slmult0 \fs22\cf0\f1\charsca
lex100\b {Diseño del producto}\b0 \fs22\cf0\f1\charscalex100 {: el destino debe es
tar preparado para disponer de los elementos necesarios, en }\par\pard\li1040\ri
0\sl-253\slmult0 \fs24\cf0\f1\charscalex100 {el nivel de calidad requerido,
para que los operadores (posteriormente) integren los paquetes }\par\pard\li1
040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100 {turísticos. Implica una visual
ización por parte de los agentes del desarrollo de la cadena productiva }\par\pard
\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100 {del turismo y un compromi
so colectivo para lograr su fortalecimiento. }\par\pard\li9693\ri0\sl-213\slmul
t0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl
-533\slmult0 \fs36\cf0\f1\charscalex100 {3 }\par\pard\sect\sectd\sbkpage
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{\sp{\sn fFillOK}{\sv 1}}
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{\shp{\*\shpinst\shpleft8546\shptop6946\shpright9986\shpbottom8026\shpfhdr0\shpw
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{\sp{\sn pVerticies}{\sv 8;81;(720,0);(666,0);(600,13);(546,13);(493,26);(440,40
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00,40);(946,26);(893,13);(840,13);(773,0);(720,0);}}
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{\sp{\sn fFillOK}{\sv 1}}
{\sp{\sn fFilled}{\sv 0}}
{\sp{\sn lineWidth}{\sv 9525}}
{\sp{\sn lineColor}{\sv 0}}
{\sp{\sn lineDashing}{\sv 0}}
{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
{\sp{\sn lineType}{\sv 0}}
{\sp{\sn fArrowheadsOK}{\sv 0}}
{\sp{\sn fBehindDocument}{\sv 1}}
{\sp{\sn fLayoutInCell}{\sv 1}}}}
{\shp{\*\shpinst\shpleft4573\shptop7080\shpright6386\shpbottom7826\shpfhdr0\shpw
r3\shpwrk0\shpfblwtxt1\shplid2035\shpz14\shpbxpage\shpbypage
{\sp{\sn shapeType}{\sv 0}}
{\sp{\sn fFlipH}{\sv 0}}
{\sp{\sn fFlipV}{\sv 0}}
{\sp{\sn rotation}{\sv 0}}
{\sp{\sn geoRight}{\sv 1813}}
{\sp{\sn geoBottom}{\sv 746}}
{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;89;(0,720);(1720,40);(1720,40);(1720,40);(1720,40);(1
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{\sp{\sn fFillOK}{\sv 1}}
{\sp{\sn fFilled}{\sv 1}}
{\sp{\sn fillColor}{\sv 0}}
{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}
{\sp{\sn lineType}{\sv 0}}
{\sp{\sn fArrowheadsOK}{\sv 0}}
{\sp{\sn fBehindDocument}{\sv 1}}
{\sp{\sn fLayoutInCell}{\sv 1}}}}
{\shp{\*\shpinst\shpleft7640\shptop9880\shpright9080\shpbottom10786\shpfhdr0\shp
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{\sp{\sn shapeType}{\sv 0}}
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{\sp{\sn geoRight}{\sv 1440}}
{\sp{\sn geoBottom}{\sv 906}}
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{\sp{\sn pVerticies}{\sv 8;81;(720,0);(666,0);(600,0);(546,13);(493,26);(440,40)
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{\sp{\sn fFillOK}{\sv 1}}
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{\sp{\sn lineWidth}{\sv 9525}}
{\sp{\sn lineColor}{\sv 0}}
{\sp{\sn lineDashing}{\sv 0}}
{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
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{\shp{\*\shpinst\shpleft2946\shptop7333\shpright3680\shpbottom7880\shpfhdr0\shpw
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{\sp{\sn geoBottom}{\sv 547}}
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{\sp{\sn fFillOK}{\sv 1}}
{\sp{\sn fFilled}{\sv 1}}
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{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}
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{\sp{\sn fArrowheadsOK}{\sv 0}}
{\sp{\sn fBehindDocument}{\sv 1}}
{\sp{\sn fLayoutInCell}{\sv 1}}}}
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{\sp{\sn shapeType}{\sv 0}}
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{\sp{\sn geoRight}{\sv 2347}}
{\sp{\sn geoBottom}{\sv 2347}}
{\sp{\sn shapePath}{\sv 4}}
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{\sp{\sn fFillOK}{\sv 1}}
{\sp{\sn fFilled}{\sv 1}}
{\sp{\sn fillColor}{\sv 0}}
{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}
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{\sp{\sn fArrowheadsOK}{\sv 0}}
{\sp{\sn fBehindDocument}{\sv 1}}
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{\sp{\sn shapeType}{\sv 0}}
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{\sp{\sn geoRight}{\sv 1093}}
{\sp{\sn geoBottom}{\sv 227}}
{\sp{\sn shapePath}{\sv 4}}
{\sp{\sn pVerticies}{\sv 8;89;(1080,226);(93,66);(93,66);(93,66);(93,66);(93,66)
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5824;1;45824;1;45824;1;45824;24577;32768}}
{\sp{\sn fFillOK}{\sv 1}}
{\sp{\sn fFilled}{\sv 1}}
{\sp{\sn fillColor}{\sv 0}}
{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}
{\sp{\sn lineType}{\sv 0}}
{\sp{\sn fArrowheadsOK}{\sv 0}}
{\sp{\sn fBehindDocument}{\sv 1}}
{\sp{\sn fLayoutInCell}{\sv 1}}}}
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r3\shpwrk0\shpfblwtxt1\shplid2040\shpz20\shpbxpage\shpbypage
{\sp{\sn shapeType}{\sv 0}}
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{\sp{\sn rotation}{\sv 0}}
{\sp{\sn geoRight}{\sv 547}}
{\sp{\sn geoBottom}{\sv 214}}
{\sp{\sn shapePath}{\sv 4}}
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alex100 {; la }\par\pard\li1040\ri0\sl-240\slmult0 \fs20\cf0\f1\charscalex100 {
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con los paquetes }\par\pard\li1040\ri0\sl-266\slmult0 \fs22\cf0\f1\charscalex100
{específicos, puestos en el mercado por los empresarios. }\par\pard\li1040\ri0\s
l-240\slmult0 \fs20\cf0\f1\charscalex100\b {Prestación del servicio}\b0 \fs22\cf0\
f1\charscalex100 {: refuerzo de los temas de}{ }\fs22\cf0\f1\charscalex100\i {ca
lidad}\i0 { }\fs22\cf0\f1\charscalex100 {en los empresarios del destino. Aunqu
e }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100 {éste se hace pr
esente en todo el proceso, la cultura de calidad se logra mediante ejercicio
s }\par\pard\li1040\ri0\sl-253\slmult0 \fs24\cf0\f1\charscalex100 {permanentes.
}\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100\b {Promoción de l
a inversión}\b0 \fs22\cf0\f1\charscalex100 {: }\fs22\cf0\f1\charscalex100 { }\fs2
2\cf0\f1\charscalex100 {esfuerzo conjunto de los agentes del desarrollo turístico
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a}{ }\fs22\cf0\f1\charscalex100\i {\uc1\u8220Xvender\uc1\u8221X}\i0 \fs22\cf0\f1
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n los }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100 {planes de
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040\ri0\sl-293\slmult0 \fs22\cf0\f1\charscalex100 {Estas etapas no siempre impli
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i1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100 {calidad deben fundamentarse
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ción de mercados; no se debe hacer promoción y comercialización sin }\par\pard\li1040
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13\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li104
0\ri0\sl-333\slmult0 \fs22\cf0\f1\charscalex100\b {La estructura (cadena) produc
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cf0\par\pard\li4426\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li4426\ri0\sl-213\slmu
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{infraestruct}\par\pard\li4426\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {u
ra }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slm
ult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\
sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\l
i1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\
par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1040\ri0\sl-360\slmult0 \fs22\cf0\f1\charscalex100 {Los ele
mentos centrales son la superestructura, la estrategia de desarrollo del destino
(que surge de }\par\pard\li1040\ri0\sl-266\slmult0 \fs22\cf0\f1\charscalex100 {
procesos de planificación), el diseño del producto, la investigación de los mercados,
la prestación }\par\pard\li1040\ri0\sl-240\slmult0 \fs22\cf0\f1\charscalex100 {de
l servicio, la comercialización en los mercados emisores. Ver Anexo 1. }\par\pa
rd\li1040\ri0\sl-266\slmult0 \fs22\cf0\f1\charscalex100 {En este contexto, el p
roducto es la expresión tangible de ese conjunto de interrelaciones que }\par\pard
\li1040\ri0\sl-240\slmult0 \fs22\cf0\f1\charscalex100 {constituyen la cadena pro
ductiva, puesto al servicio del turista. }\par\pard\li9693\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-21
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\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\p
ard\li9693\ri0\sl-440\slmult0 \fs36\cf0\f1\charscalex100 {4 }\par\pard\sect\sect
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3\margtsxn666\margbsxn133\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li10
40\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li1040\ri0\sl-360\slmult0 \fs22\cf0\f1\charscalex100\b {2. El diseño del pro
ducto }\b0 \par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-
293\slmult0 \fs22\cf0\f1\charscalex100\b \i {2.1. ¿En qué consiste? }\b0 \i0 \par\p
ard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-280\slmult0 \fs22
\cf0\f1\charscalex100 {Es un ejercicio al cual se convoca a los agentes del desa
rrollo turístico del destino con el fin de crear }\par\pard\li1040\ri0\sl-253\slmu
lt0 \fs22\cf0\f1\charscalex100 {conciencia acerca de qué tan preparado está el clust
er para competir con productos exitosos. }\par\pard\li1040\ri0\sl-213\slmult
0 \fs18\cf0\par\pard\li1040\ri0\sl-293\slmult0 \fs22\cf0\f1\charscalex100 {Se tr
ata de hacer una radiografía antes de emprender las acciones dirigidas a que los t
uroperadores }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100 {(p
or lo general, externos al destino) evalúen las condiciones existentes y estructur
en los paquetes }\par\pard\li1040\ri0\sl-253\slmult0 \fs22\cf0\f1\charscalex100
{turísticos. El taller se hace para fortalecer la cadena productiva del turismo
sin cuya operación }\fs22\cf0\f1\charscalex100 {no}\par\pard\li1040\ri0\sl-253\slm
ult0 \fs24\cf0\f1\charscalex100 {se puede hablar de competitividad. }\par\pard\
li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-320\slmult0 \fs24\cf0
\f1\charscalex100 {El diseño del producto se hace de manera genérica (en función del d
estino); no sustituye el}\par\pard\li1040\ri0\sl-280\slmult0 \fs22\cf0\f1\charsc
alex100 {papel del operador privado quien, de todas maneras, debe hacer su p
ropio proceso de }\par\pard\li1040\ri0\sl-280\slmult0 \fs22\cf0\f1\charscalex100
{investigación (evaluando la calidad de las ofertas contrastándolas con lo que la d
emanda le }\par\pard\li1040\ri0\sl-266\slmult0 \fs22\cf0\f1\charscalex100 {exige
), las articula a su manera (paquetes con ofertas específicas, costos determinado
s) y }\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {las pone e
n el mercado. }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\
ri0\sl-346\slmult0 \fs24\cf0\f1\charscalex100\b \i {¿Para qué sirve? }\b0 \i0 \par\p
ard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs24
\cf0\f1\charscalex100 {El diseño del producto refuerza la conciencia en los d
iversos actores locales (gobierno,}\par\pard\li1040\ri0\sl-280\slmult0 \fs22\cf0
\f1\charscalex100 {empresarios, comunidad, diversas organizaciones) sobre l
a necesidad de fortalecer las }\par\pard\li1040\ri0\sl-266\slmult0 \fs22\cf0\f
1\charscalex100 {alianzas estratégicas de tal manera que el destino actúe como cade
na productiva (al interior }\par\pard\li1040\ri0\sl-280\slmult0 \fs22\cf0\f1\cha
rscalex100 {del sector y en conexión con otras actividades económicas); fortalece
la capacidad de }\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100
{negociación de los prestadores locales frente a los operadores; facilita la labo
r del operador}\par\pard\li1040\ri0\sl-266\slmult0 \fs24\cf0\f1\charscalex100 {e
n tanto que dispone de información aprovechable para la elaboración de paquetes. }
\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-346\slmult0
\fs24\cf0\f1\charscalex100\b \i {¿Qué información se requiere? }\b0 \i0 \par\pard\li1
040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs22\cf0\f1
\charscalex100 {Datos de infraestructura, atractivos turísticos, planta turís
tica, superestructura, uso de }\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0
\f1\charscalex100 {tecnología, nivel de capacitación. Esta información la arrojan
los planes turísticos y el}\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\char
scalex100 {plan de ordenamiento. }\par\pard\li1040\ri0\sl-266\slmult0 \fs22\cf0\
f1\charscalex100 {Segmentos del mercado, información detallada. Surge de la inve
stigación de mercados y }\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscal
ex100 {de las directrices del plan de mercadeo y promoción. }\par\pard\li1040\ri0\
sl-280\slmult0 \fs22\cf0\f1\charscalex100 {Componentes de la cadena productiva d
el turismo: debe surgir de los planes turísticos y de }\par\pard\li1040\ri0\sl-266
\slmult0 \fs24\cf0\f1\charscalex100 {la matriz de compromisos del convenio de co
mpetitividad turística. }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\
li1040\ri0\sl-346\slmult0 \fs24\cf0\f1\charscalex100\b \i {¿Quiénes participan? }\b0
\i0 \par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\sl
mult0 \fs24\cf0\f1\charscalex100 {Es un ejercicio al cual se convocan empresar
ios, autoridades, comunidad en general en}\par\pard\li1040\ri0\sl-280\slmult
0 \fs22\cf0\f1\charscalex100 {tanto que es importante contar con diversas opinio
nes que permitan crear conciencia de la }\par\pard\li1040\ri0\sl-280\slmult0 \fs
24\cf0\f1\charscalex100 {importancia del tema para el destino.}\par\pard\li1040\
ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li1040\ri0\sl-400\slmult0 \fs24\cf0\f1\charscalex100\b \i {¿Qué metodología se apli
ca? }\b0 \i0 \par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri
0\sl-333\slmult0 \fs24\cf0\f1\charscalex100 {Se toma como base la metodología form
ulada por la Secretaría de Turismo de México que,}\par\pard\li1040\ri0\sl-280\slmult
0 \fs22\cf0\f1\charscalex100 {a su vez, recoge elementos de lo que firmas
consultoras españolas (como THR de }\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0
\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-453\slmult0
\fs36\cf0\f1\charscalex100 {5 }\par\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn1
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lt0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\s
l-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-386\slmult0 \fs24\cf0\f1\charscal
ex100 {Barcelona) han implantado al respecto. Es la que más se ajusta al proc
eso descrito en el}\par\pard\li1040\ri0\sl-266\slmult0 \fs24\cf0\f1\charscalex10
0 {punto anterior como \uc1\u8220Xdesarrollo ordenado del turismo\uc1\u8221X; c
onsta de tres pasos, a saber: }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\pa
r\pard\li1040\ri0\sl-346\slmult0 \*\tx2533\fs24\cf0\f1\charscalex100 {Se define
el}\tab \fs24\cf0\f1\charscalex100\b \i {objetivo general del producto}\b0 \i0
\fs24\cf0\f1\charscalex100 {, teniendo en cuenta las prioridades y }\par\pard\
li1040\ri0\sl-266\slmult0 \fs24\cf0\f1\charscalex100 {potencialidades del destin
o y el comportamiento de la demanda. Si se considera necesario}\par\pard\li104
0\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {se pueden formular objetivos es
pecíficos. }\par\pard\li1040\ri0\sl-280\slmult0 \*\tx2320\*\tx7493\fs22\cf0\f1\ch
arscalex100 {Se define el}\tab \fs22\cf0\f1\charscalex100\b \i {concepto de
producto}\b0 \i0 \fs22\cf0\f1\charscalex100 { determinando claramente los}\tab
\fs22\cf0\f1\charscalex100\i {beneficios funcionales}\i0 \fs22\cf0\f1\charscale
x100 { \uc1\u8211X }\par\pard\li1040\ri0\sl-266\slmult0 \fs24\cf0\f1\charscalex
100 {aquellos que satisfacen necesidades elementales como alojamiento, comida -
,}{ }\fs24\cf0\f1\charscalex100\i {simbólicos}\i0 \fs24\cf0\f1\charscalex100 { \uc
1\u8211X }\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {que re
sponden a emociones, status y realización personal - }\fs24\cf0\f1\charscalex100 {
y}{ }\fs24\cf0\f1\charscalex100\i {vivenciales}\i0 \fs24\cf0\f1\charscalex100 {
o sensoriales -}\fs24\cf0\f1\charscalex100 { }\fs24\cf0\f1\charscalex100 {que }
\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {ofrece para el c
onsumidor. Es la base para un buen posicionamiento. }\par\pard\li1040\ri0\sl-
280\slmult0 \fs24\cf0\f1\charscalex100 {Se }{ }\fs24\cf0\f1\charscalex100\b \i {
estructura el producto}\b0 \i0 \fs24\cf0\f1\charscalex100 {: haciendo el}{ }\fs2
4\cf0\f1\charscalex100\i {mix del servicio básico}\i0 \fs24\cf0\f1\charscalex100
{ \uc1\u8211X centro del producto, lo }\par\pard\li1040\ri0\sl-266\slmult0 \f
s24\cf0\f1\charscalex100 {principal que esperan los clientes -}\fs24\cf0\f1\char
scalex100 { }\fs24\cf0\f1\charscalex100 {y}{ }\fs24\cf0\f1\charscalex100\i {com
plementarios}\i0 \fs24\cf0\f1\charscalex100 { \uc1\u8211X aquellos elementos que
le añaden }\par\pard\li1040\ri0\sl-280\slmult0 \*\tx7693\fs22\cf0\f1\charscalex10
0 {valor al producto central sin opacarlo- ; es importante definir la}\tab \fs
22\cf0\f1\charscalex100\i {servucción}\i0 \fs22\cf0\f1\charscalex100 { (en la que
}\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {entran en jueg
o los aspectos físicos y materiales, el personal en contacto y el papel del}\par
\pard\li1040\ri0\sl-266\slmult0 \fs24\cf0\f1\charscalex100 {cliente). }\par\p
ard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-346\slmult0 \fs24
\cf0\f1\charscalex100 {El ejercicio se hace sobre los productos que el destino h
a elegido como prioritarios y en los }\par\pard\li1040\ri0\sl-280\slmult0 \fs24\
cf0\f1\charscalex100 {cuales se está especializando. La información que arroja el e
jercicio de diseño de producto}\par\pard\li1040\ri0\sl-266\slmult0 \fs24\cf0\f1\ch
arscalex100 {es útil no sólo para quienes van a estructurar los paquetes turísticos (o
peradores locales o }\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex
100 {externos) sino para todos los agentes del desarrollo turístico. }\par\pard
\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf
0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult
0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li96
93\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs
18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\s
lmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri
0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard
\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf
0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult
0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li96
93\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par
\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs
18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\s
lmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri
0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard
\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf
0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult
0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-
440\slmult0 \fs36\cf0\f1\charscalex100 {6 }\par\pard\sect\sectd\sbkpage\pgwsxn12
240\pghsxn15840\marglsxn666\margrsxn133\margtsxn666\margbsxn133\pard\li1040\ri0\
sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\l
i1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-386\slmult0 \fs24\cf0\
f1\charscalex100\b {Taller para el diseño de producto }\b0 \par\pard\li1040\ri0\sl
-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1
040\ri0\sl-400\slmult0 \fs24\cf0\f1\charscalex100\b {DURACIÓN }\b0 \par\pard\li104
0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs24\cf0\f1\c
harscalex100 {Dos días }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1
040\ri0\sl-346\slmult0 \fs24\cf0\f1\charscalex100\b {PROGRAMA }\b0 \par\pard\li1
040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs24\cf0\f1
\charscalex100\b {Jornada previa }\b0 \par\pard\li1040\ri0\sl-213\slmult0 \fs18\
cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs24\cf0\f1\charscalex100 {Con los respo
nsables del destino, se hace una revisión de la información requerida para que }\par
\pard\li1040\ri0\sl-280\slmult0 \fs22\cf0\f1\charscalex100 {el taller sea produc
tivo. Esta debe estar presentada de forma sintética y comprensible para }\par\pa
rd\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {todos los participantes
en la jornada del taller. }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\p
ard\li1040\ri0\sl-333\slmult0 \fs24\cf0\f1\charscalex100 {Deben estar claros est
os elementos: }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\r
i0\sl-346\slmult0 \fs24\cf0\f1\charscalex100 {Visión del destino, puntualizando e
l tipo de producto en el cual se especializa }\par\pard\li1040\ri0\sl-266\slmult
0 \fs24\cf0\f1\charscalex100 {Inventario cuantificado de los atractivos turísticos
}\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {Cobertura y ca
lidad de los servicios públicos }\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\
charscalex100 {Conectividad del destino }\par\pard\li1040\ri0\sl-266\slmult0 \fs
24\cf0\f1\charscalex100 {Calidad de la planta turística }\par\pard\li1040\ri0\sl-2
80\slmult0 \fs24\cf0\f1\charscalex100 {estrategia de desarrollo del destino }\pa
r\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {Segmentos poblacion
ales a los cuales dirige o quiere dirigir sus esfuerzos el destino }\par\pard\li
1040\ri0\sl-266\slmult0 \fs24\cf0\f1\charscalex100 {Procedencia de los turistas
}\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {Canales de prom
oción }\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {Estrategia
de comercialización }\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex10
0 {Capacitación y sensibilización en torno al servicio turístico }\par\pard\li1040\ri0
\sl-266\slmult0 \fs24\cf0\f1\charscalex100 {Información (estadística, indicadores) q
ue produce el destino }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li
1040\ri0\sl-346\slmult0 \fs24\cf0\f1\charscalex100\b {Día 1. }\b0 \par\pard\li104
0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs24\cf0\f1\c
harscalex100 {9:00 La estructura productiva de un destino }\par\pard\li1040\ri0
\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {10:30 Descanso }\par\pard\li1040\r
i0\sl-266\slmult0 \fs24\cf0\f1\charscalex100 {10:45 Construcción colectiva de la
cadena del destino }\par\pard\li1746\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex1
00 {(Ejercicio grupal) }\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charsca
lex100 {12:00 Almuerzo }\par\pard\li1040\ri0\sl-266\slmult0 \fs24\cf0\f1\charsc
alex100 {1:30 Formulación del objetivo del producto }\par\pard\li1040\ri0\sl-280\
slmult0 \fs24\cf0\f1\charscalex100 {2:30 Formulación del concepto del producto
}\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {3:15 Descanso
}\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {3:30 Estructu
ración del producto (mix) }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\
li1040\ri0\sl-333\slmult0 \fs24\cf0\f1\charscalex100\b {Día 2 }\b0 \par\pard\li104
0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs24\cf0\f1\c
harscalex100 {9:00 Ejercicio de servucción }\par\pard\li1040\ri0\sl-280\slmult0 \
fs24\cf0\f1\charscalex100 {10:30 Descanso }\par\pard\li1040\ri0\sl-280\slmult0
\fs24\cf0\f1\charscalex100 {10:45 Ejercicio de servucción (continuación) }\par\pard
\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf
0\par\pard\li9693\ri0\sl-453\slmult0 \fs36\cf0\f1\charscalex100 {7 }\par\pard\se
ct\sectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\margtsxn666\mar
gbsxn133\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slm
ult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\
sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-453\slmult0 \fs24\cf0\f1\charsca
lex100\b {DESARROLLO DEL TALLER PASO A PASO }\b0 \par\pard\li1040\ri0\sl-213\slm
ult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs24\cf0\f1\charscalex100\b \
i {Ejercicio No. 1: LA ESTRUCTURA PRODUCTIVA DE UN DESTINO }\b0 \i0 \par\pard\li
1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs24\cf0\f
1\charscalex100 {1.1. Elementos teóricos del \uc1\u8220Xdesarrollo ordenado de un
destino turístico\uc1\u8221X y de un mapa }\par\pard\li1040\ri0\sl-280\slmult0 \f
s24\cf0\f1\charscalex100 {conceptual borroso (MCB). Tiempo: 75 minutos }\par\p
ard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs24
\cf0\f1\charscalex100 {1.2. Los participantes en un trabajo de grupos construy
en su propio mapa conceptual}\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\c
harscalex100 {borroso del destino. Cada grupo nombra un relator y un mode
rador de tal manera que }\par\pard\li1040\ri0\sl-280\slmult0 \fs22\cf0\f1\char
scalex100 {puedan coordinar, sintetizar y presentar el resultado de su trabajo a
los demás grupos. Se }\par\pard\li1040\ri0\sl-266\slmult0 \fs24\cf0\f1\charsca
lex100 {debe dibujar el MCB en un pliego de papel periódico. Tiempo: 45 minutos
}\par\pard\li1040\ri0\sl-280\slmult0 \fs22\cf0\f1\charscalex100 {1.3. Plenaria:
los relatores presentan el mapa borroso de cada grupo. Tiempo total: 45
}\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {minutos }\par
\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs
24\cf0\f1\charscalex100 {Material y ayudas requeridas: }\par\pard\li1040\ri0\sl
-280\slmult0 \fs24\cf0\f1\charscalex100 {Videobean }\par\pard\li1040\ri0\sl-280\
slmult0 \fs24\cf0\f1\charscalex100 {Papelógrafos }\par\pard\li1040\ri0\sl-266\slmu
lt0 \fs24\cf0\f1\charscalex100 {Papel periódico (pliegos) }\par\pard\li1040\ri0\sl
-280\slmult0 \fs24\cf0\f1\charscalex100 {Marcadores }\par\pard\li1040\ri0\sl-280
\slmult0 \fs24\cf0\f1\charscalex100 {Tablero acrílico }\par\pard\li1040\ri0\sl-266
\slmult0 \fs24\cf0\f1\charscalex100 {Cinta pegante o de enmascarar }\par\pard\li
1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\p
ar\pard\li1040\ri0\sl-413\slmult0 \fs24\cf0\f1\charscalex100\b \i {Ejercicio No
2: DISEÑO DEL PRODUCTO. }\b0 \i0 \par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\p
ar\pard\li1040\ri0\sl-333\slmult0 \fs24\cf0\f1\charscalex100 {2.1. Los participa
ntes se reúnen en grupos teniendo como soporte la forma 1 y formulan el}\par\pard\
li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {objetivo del producto.
De inmediato formulan el concepto del producto (determinando}\par\pard\li1040\
ri0\sl-266\slmult0 \fs24\cf0\f1\charscalex100 {beneficios funcionales, simbólicos
y vivenciales) Duración: 45 min }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\p
ar\pard\li1040\ri0\sl-346\slmult0 \fs24\cf0\f1\charscalex100 {2.2. Se realiza u
na plenaria con los resultados de estos dos ejercicios. Duración: 60 min }\par\par
d\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs22\c
f0\f1\charscalex100 {2.3. Para realizar la estructuración del producto, cada u
no de los grupos diligencia la }\par\pard\li1040\ri0\sl-280\slmult0 \fs24\c
f0\f1\charscalex100 {Forma 2. Duración: 30 min }\par\pard\li1040\ri0\sl-213\slm
ult0 \fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs24\cf0\f1\charscalex100 {2.
4. A continuación se realiza una plenaria permitiendo que cada uno de los g
rupos}\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {exponga el
mix realizado. Duración: 60 min. }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\c
f0\par\pard\li1040\ri0\sl-333\slmult0 \fs24\cf0\f1\charscalex100\b \i {Ejercicio
No 3: SERVUCCIÓN }\b0 \i0 \par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pa
rd\li1040\ri0\sl-346\slmult0 \fs24\cf0\f1\charscalex100 {Por ser demasiado exten
so si se realizara en todo el detalle \uc1\u8211X este es un ejercicio que deben
}\par\pard\li1040\ri0\sl-266\slmult0 \fs24\cf0\f1\charscalex100 {desarrollar en
toda su extensión las empresas prestadoras de los servicios turísticos -, se }\par\
pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {pide a cada grupo
que desarrolle un ejemplo en el que se ponga en juego el papel que }\par\p
ard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {desempeñan }\fs24\cf0\f
1\charscalex100\i {los aspectos físicos y materiales, el personal en contacto y el
turista}\i0 \fs24\cf0\f1\charscalex100 {. }\par\pard\li1040\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1040\ri0\sl-333\slmult0 \fs24\cf0\f1\charscalex100 {Cada g
rupo, apoyándose en la Forma 3, describe de manera sucinta el papel de cada uno.
}\par\pard\li1040\ri0\sl-280\slmult0 \fs24\cf0\f1\charscalex100 {Duración: 90 mi
n }\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmu
lt0 \fs18\cf0\par\pard\li9693\ri0\sl-453\slmult0 \fs36\cf0\f1\charscalex100 {8 }
\par\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\mar
gtsxn666\margbsxn133\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri
0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard
\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-440\slmult0 \fs24\cf
0\f1\charscalex100 {En sesión plenaria se exponen los ejemplos de servucción. Dur
ación: 120 min }\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0
\sl-346\slmult0 \fs24\cf0\f1\charscalex100 {El ejercicio concluye con el comprom
iso de sintetizar las conclusiones del taller, las cuales }\par\pard\li1040\ri0\
sl-266\slmult0 \fs24\cf0\f1\charscalex100 {deben ser conocidas por todos los par
ticipantes. }\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\
sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\l
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\fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-21
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ard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18
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ult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\
sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\l
i9693\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9693\ri0\sl-213\slmult0 \fs18\cf0\
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12 }\par\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133
\margtsxn666\margbsxn133\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li104
0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1040\ri0\sl-213\slmult0 \fs18\cf0\par\
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