Culture, Sustainable Tourism And Marketing Strategies In Puerto Rico

1. Culture, Sustainable Tourism And Marketing Strategies In Puerto Rico Dr. Elizabeth Robles University of Puerto Rico elirobles@yahoo.com

2. Tourism Group of activities that people perform during their trips and visits to places other than their habitual surroundings, for a consecutive period of less than a year with business, leisure, vacation or other purposes (Tourism World Organization, 1994). Dr. Elizabeth Robles University of Puerto Rico

3. Hotel employees, tour guides, employees controlling admissions, souvenirs sellers, waitresses and waiters. • Employees and workers from other sectors such as agriculture, transportation, laundry services, security services, aeronautics, camera production, architecture, engineering, construction and the arts. TourismBenefits Dr. Elizabeth Robles University of Puerto Rico

4. Purpose • The purpose of the study is to show the marketing strategies of the Puerto Rico Tourism Company (PRTC) to obtain sustainable tourism. Mission of PRTC • To formulate and facilitate the implementation of a public policy oriented towards improving the experience of tourists that visit the island. • To contribute to the economic development of Puerto Rico. Dr. Elizabeth Robles University of Puerto Rico

5. Sustainable Tourism Goals • Has a positive impact in the economy without bringing about negative consequences to the environment and culture of the country, • preserves the local ecosystem and culture, • benefits the residents of the country, • supports the integrity of the local site, • respects local culture and tradition (and local historical sites), • conserves the natural resources, • seeks “quality”, not quantity, • satisfies and educates visitors. Dr. Elizabeth Robles University of Puerto Rico

6. Puerto Rico Tourism Company Goals • To promote: • optimal use of environmental resources • preservation of strict ecological • guidelines • respect for the socio-cultural • authenticity of the communities • viable economic activities that support • socioeconomic benefits and common • good. Dr. Elizabeth Robles University of Puerto Rico

7. Puerto Rico Tourism Company (PRTC): • Develops environmental tourism policies to evaluate new projects to maximize the environment. • Work with the Caribbean Alliance for Sustainable Tourism, (CAST) to promote tourism initiatives under the Green Glove 21 International Certification. • Created Guides for the Design of Eco Tourism Facilities. • Inaugurated the First Eco Tourism School in Culebra. Dr. Elizabeth Robles University of Puerto Rico

8. Continued PRTC… • Created the Hotel Development Council, a group of experienced professionals who will serve as advocates toward the sustainable development of tourism in the island. • Developed a Posadas in the Plazas Program, with the aim of revitalizing urban centers. • Hosted the Caribbean Tourism Organization’s 8th Annual Caribbean Conference on Sustainable Tourism Development (2007). Dr. Elizabeth Robles University of PuertoRico

9. Unesco defines Intangible Cultural Heritage (ICH) as: • Traditions and oral expressions, including the language of the country as a vehicle to transmit the ICH. • Arts (folklore music, dancing, theater); • Social uses, rituals and festivities; • Knowledge and related uses with nature and universe; and • Traditional craftsman techniques. • Dr. Elizabeth Robles • University of Puerto Rico

10. Intangible Cultural Heritage • istransmitted from generation to generation; • is constantly recreated by communities and groups in response to their environment, their interaction with nature and their history; • provides communities with a sense of identity and continuity; • promotes respect for cultural diversity and human creativity; • is compatible with existing international human rights instruments; • meets requirements of mutual respect among communities, groups and individuals, and of sustainable development. Dr. Elizabeth Robles University of Puerto Rico

11. Tourism in Puerto Rico • The target market of Puerto Rico is the United States Traveler (80%). • The average age of foreign tourists is in the range of 35 to 49 years old. Dr. Elizabeth Robles University of Puerto Rico

12. TOURISM INDUSTRY DATA • Tourism industry produced 17,400 direct employments in hotels and other lodgings during the fiscal year, 2006. • 5.022 million visitors came to the island (2006). • The total visitors’ expenditures were $3,369 millions (2005-2006). • Cruise passenger movement was 1.3 million, with expenditures of approximately $170 millions (2006). Dr. Elizabeth Robles University of Puerto Rico

13. TOURISM INDUSTRY DATA CONT. • Local market expenditures were approximately $3 million in 2002-2003. • Tourism income represents 6% of the gross national productof Puerto Rico (GDP of $74.79 Billion (2006). • In 2005 the total room inventory was 13,459 with an occupancy rate of 67.9%. Dr. Elizabeth Robles University of Puerto Rico

14. Marketing: “The process of planning and executing the conception, pricing, promotion and distribution of goods, services, and ideas to create exchanges with target groups that satisfy customer and organizational objectives” (Futrell, 2007). Dr. Elizabeth Robles University of Puerto Rico

15. Marketing Objectives: • to maximize sales of existent products in existent markets; • to develop and to sell new products; • to develop new markets for existent or new products; and • to provide quality of services necessary to satisfy consumers. Dr. Elizabeth Robles University of Puerto Rico

16. Marketing Strategies: • Products – refers to the firm’s market offerings to satisfy a need or want. Example: the country itself, its culture,customs, traditions, historical sites, beaches, etc. • Price - is the amount of money customers have to pay to obtain the product, including time and effort to do it. • Place - place includes company activities that make the product available to target consumers. Tourism is a service offered to the tourist, an intangible product, an experience. • Promotion - means the activities that communicate the merits of the product and persuades target customers to buy it. Dr. Elizabeth Robles University of Puerto Rico

17. PRTC Promotion Variable • Advertising: is any impersonal communication and promotion of ideas, goods and services paid by an identified sponsor. PRTC uses advertising on the radio, TV and newspapers to promote hotels, lodgings and inns through the island. Ex. promotional campaigns “Puerto Rico does it better” (1999 – 2000, local campaign), “tourism is you” (2004, local campaign), and “you are not dreaming, you are in Puerto Rico” (2004, international campaign). Dr. Elizabeth Robles University of Puerto Rico

18. The PRTC Promotion Variable Cont. • Publicity- is the impersonal communication that is not paid by an identified sponsor news release about a new restaurant or a new product, interviews in “talk shows,” and news on TV. • PublicRelations- are the marketing of the organization per se. The PRTC uses public relations when it bringing to Puerto Rico, free of charge, journalists of different countries to Puerto Rico give conferences to primary and middle school students about how to take care of the beaches and the environment. Participating in the “Blue Flag” program. • Dr. Elizabeth Robles • University of Puerto Rico

19. The PRTC Promotion Variable Cont. • PersonalSelling– is the face to face communication with potential clients to persuade them to buy goods and services that satisfy their needs. PRTC has personal representatives in New York, Miami, Los Ángeles, in Europe (Spain, England and Germany), and in Latin América (Brazil, Argentina, México, Venezuela, Costa Rica). • Direct Marketing – is a direct communication with the targeted consumers to obtain an immediate response and develop lasting relationships with them telephone marketing, direct mail, and online marketing (List of Clients). Dr. Elizabeth Robles University of Puerto Rico

20. The PRTC Promotion Variable Cont. • Sales promotions - are materials or activities used to create goods and services sales. Ex. Coupons, contests, cents-off deals, premiums. PRTC gives away articles or souvenirs with the logo and web page of PRTC (pens, pencils, notebooks, posters, water coolers, stickers, etc). Publishes a monthly magazine called Qué Pasa. • PRTC sponsors any activity or event that produces room occupancy. Ex. shows promoting cultural events and children’s educational programs, festivals, conventions, and marathons. Dr. Elizabeth Robles University of Puerto Rico

21. Conclusions: • SustainableTourismrequireslongtermplanningtomaximize and conserve natural, cultural and historicalresourcesforfuturegeneration’senjoyment. • Isecological and culturallysensitive. • It requires a lot of effort and commitment from the government, the hotel industry and the general public as well. “Tourism is wealth for every country.” “Tourismisyou.” Dr. Elizabeth Robles University of Puerto Rico