Development of competitive advantages in cultural tourism in Michoacán, Mexico through the blue ocean strategy
DOI:
https://doi.org/10.18041/2382-3240/saber.2024v19n1.11402Keywords:
Michoacán, cultural tourism, Blue Ocean Strategy, competitive advantages, tourism promotion, tourism conservation, growth opportunitiesAbstract
The state of Michoacán, located in the Republic of Mexico, is recognized for its cultural and tourist wealth. With 113 municipalities, it offers attractions such as traditions, gastronomy, archaeological sites and natural beauty. Michoacán is home to 6 UNESCO World Heritage Sites, which highlights its tourist importance. However, the lack of a strategic focus has limited the full use of these resources and the creation of competitive advantages in the cultural tourism sector. To address this problem, the use of the Blue Ocean Strategy is proposed, an innovative approach that seeks to create new markets without competition and offers growth opportunities. Specific objectives are set to develop strategic proposals, that boost cultural tourism in Michoacán and the results obtained, from surveys applied to tourists are analyzed. The strategies include strengthening promotion, highlighting gastronomy and traditions, creating guided cultural routes and improving the conservation of tourist areas, among others.
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